Channel 4, Bupa and Purple Goat call for accessibility legacy post-Paralympics

Channel 4 Sales, Bupa and Purple Goat have launched an initiative to encourage the ad industry to remain focused on representing disabled people long after the Paralympic Games have finished.

The Paris 2024 Paralympics Games begin on Thursday.

One element of the partnership is a digital handbook showing best practice and links to further learning for brands and marketers.

Furthermore, the initiative is offering a training programme and workshops for marketers to encourage brands to improve the representation of disabled people in advertising.

A 50-second film spotlights the disparity between the size of the UK’s disabled population and the proportion of ads featuring disabled people. After revealing that disabled people are seen in just 4% of advertising, an on-screen message asks: “Where are the disabled people in our ads?”

A 20-second edit of the film can be seen here:

The spot will be shown during the opening ceremony of the Paralympic Games, as well as key programming slots of the tournament.

It will be followed by Bupa’s ad, “This is Health”, which features disabled people appearing in realistic settings.

The work was conceptualised by Channel 4’s Creative Solutions team, developed with Purple Goat and produced in partnership with production company Sassy+. The deal was brokered by Initiative.

Sophie Lloyd, leader at Channel 4’s Creative Solutions, said: “Working with partners like Bupa and Purple Goat, who share our values, underlines our commitment to increasing disabled representation in advertising for the Paralympic Games and beyond.”

Angelique Waker, UK brand and marketing effectiveness director at Bupa, added: “As the official healthcare partner for ParalympicsGB, at Bupa we continually work to raise awareness of the need for greater inclusion in our society.

“And we know from our recent research that many disabled people don’t see themselves represented in a normalised way. We hope that this campaign is a positive step forward.”

The partnership ties in with Channel 4’s wider work on accessibility. The theme of the broadcaster’s annual Diversity in Advertising Award this year is “inclusive by design”.

Purple Goat: Brands increasingly leaning in to Paralympics