ABOUT

70% of the public believe the London 2012 Paralympics improved attitudes towards disabled people. But 81% of disabled people disagreed…So we crafted one of the World's most accessible OOH ad campaigns in one of Europe's busiest stations. We humanised para athletes and ‘Health is’ asked the question - why does a disabled person have to be super, to be human? The campaign blew up and spread to over 200+ additional sites, got a prime time TV spot during the games and created a meaningful legacy as media owners and Kings X pledged to make ads more accessible as a result of this work.