Bupa looks beyond typical portrayals of health with accessible OOH campaign
Bupa encouraged the nation to look beyond typical portrayals of health in an accessible and immersive out-of-home campaign.
"Health is", created by experience agency Momentum Worldwide, ran in a tunnel at London’s St Pancras International station, targeting travellers taking the Eurostar to Paris for the Paralympic Games.
The campaign included print, audio and braille elements on the underside of the tunnel's central handrails. The text was set in an accessible typeface and followed several rounds of legibility testing to make sure as many people as possible could access the campaign messaging.
In addition, spatial audio narrations directed people to the braille handrails. But rather than describing what people may not be able to see, Bupa strived to translate the story in an inclusive way for a range of communities.
The stories were narrated by Samuel Parish, a voice artist who has autism. Sonny McCartney, an amputee, shot the photos in the campaign. Simeon Jarrett was senior copywriter and Georgina Pope was senior art director.
Paralympic athlete Emmanuel Oyinbo-Coker and Paralympic wheelchair racing champion Hannah Cockroft featured too, but not as competitors or disabled people, but through a series of images and video reflecting their everyday lives.
Interviews with the athletes, which used headlines such as "Health is as unique as you are" and "Health is turning setbacks into comebacks", were displayed in the tunnel.
Moving images on D6 screens and edge-to-edge mirrors have been placed in the final frames to encourage travellers to see themselves in the story, enforcing the message that "Health is as unique as you are".
Angelique Waker, director of brand marketing at Bupa Global, India and UK, said: “The campaign aims to showcase different perspectives on health. To ensure we were able to truly reflect what life is like with a disability, we worked with photographer Sonny McCartney, an amputee, to capture those everyday moments, as well as accessibility marketing specialists. We hope the resulting campaign is a positive step forwards in representation of health in a more inclusive way.”