Olympic GB Athletes Unite for Diversity and Inclusion Campaign
Ocean Outdoor launched an out-of-home campaign featuring Olympic GB athletes to tackle bias and discrimination while advocating for fairer representation in sports.
Titled “This is What a Level Playing Field Looks Like,” the campaign spotlighted British athletes from three International Olympic Committee and International Paralympic Committee recognised bodies—Team GB, ParalympicsGB, and Special Olympics GB.
The campaign combined sports action with original photography, showcasing British athletes on large format outdoor screens across nine cities in the lead-up to the Special Olympic World Games in Berlin, which took place from June 17 to June 25. Related content continued to run until the Paris 2024 Olympic Games.
Footage from the Special Olympics World Games also appeared on outdoor screens in ten cities, accompanied by an Ocean-led and Toyota-sponsored fan zone in Westfield London for a week.
The six featured British athletes included rower and World Cup silver medallist Kyra Edwards; silver medallist and European champion Kye Whyte (BMX); 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 (track and field) and Lily Mills (tennis).
The two-minute spot followed a consumer research study that gauged public opinion on inclusion in TV, media, and advertising. Despite being one of the world’s largest inclusive sports events—with over seven thousand athletes with intellectual disabilities competing at the Special Olympics World Games—the Games remain largely overlooked by mainstream media.
