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Ocean Outdoor is tackling bias and discrimination, using the prism of sport to redefine what a level playing field should look like in every aspect of life.

For the first time ever, athletes from three of the national bodies recognised by the International Olympic Committee (IOC) and International Paralympic Committee (IPC) – Team GB, ParalympicsGB and Special Olympics GB – have joined together in a digital out of home (DOOH) campaign to recognise the importance and contribution of everyone no matter what their ability, gender, race, sexual orientation or belief.

The six athletes featured in ‘This is What a Level Playing Field Looks Like’ are working to make opportunities more accessible to diverse and marginalised groups. In each case, sport doesn’t discriminate, but outside of the competitive arena, the story is often quite different.

The participating Olympians and Paralympians are British rower and World Cup silver medallist Kyra Edwards; Tokyo 2020 silver medallist and European champion Kye Whyte (BMX); British alpine skier and ParalympicsGB’s most decorated winter athlete Menna FitzPatrick MBE and her competition guide Katie Guest; and Special Olympics GB athletes Mitchell Camp and Lily Mills who compete in track and field and tennis respectively.

A two minute full motion OOH spot which combines sports action with original photography was revealed on the Piccadilly Lights in London and will appear across other large format outdoor screens ahead of the Special Olympics World Games in Berlin (June 17 to June 25), with related content rolling out until the Paris 2024 Olympic Games.

The campaign was created in-house by Ocean and is informed by the results of a consumer research study conducted through Ocean’s @TheLocal panel which asked the public about their views on equality and inclusion in TV, the media and advertising.

Seven thousand athletes with intellectual disabilities will compete at the Special Olympics World Games. Despite being one of the world’s largest inclusive sports events, the Games are still largely ignored by the mainstream media. To address this, for the first time ever footage from the Special Olympics World Games will appear on outdoor screens in 10 cities and Ocean will host a fan zone at Westfield London for a week, sponsored by Toyota.

This initiative uses the power of sport to speak to inclusivity, overcome prejudice and challenge the culture around marginalised groups. Our inspirational role models are the faces of an outdoor campaign to reframe conversations about fairer representation without limits.

The project forms part of Ocean’s tri partnership agreement with three of the bodies recognised by the IOC and IPC. It underlines our commitment to upholding the objectives of the Olympic and Paralympic movements and allows us to reinforce and highlight the principles of equality, diversity and inclusion.

Ocean’s diversity and inclusion campaign is amplified on social media and underpinned by the hashtag #daretodream, featuring the athletes as they prepare, train and compete in their competitions. There will be an event in London with partners, athletes, sponsors and special guests later this year.