Sports stars feature in diversity and inclusion campaign

Ocean Outdoor has teamed up with three leading sports organisations to launch a new, digital-out-of-home (DOOH) campaign to champion diversity and inclusion.

For the first time, athletes from Team GB, ParalympicsGB and Special Olympics GB will all appear in a single campaign.

‘This is What a Level Playing Field Looks Like’ will feature a total of six athletes, two from each organisation, with the aim of recognising the importance and contribution of everyone no matter their ability, gender, race, sexual orientation or belief.

Featured sports stars will include British rower and World Cup silver medallist Kyra Edwards, Tokyo 2020 BMX silver medallist and European champion Kye Whyte.

British alpine skier and ParalympicsGB’s most decorated winter athlete Menna FitzPatrick MBE and her competition guide Katie Guest will also feature, as will Special Olympics GB stars Mitchell Camp and Lily Mills, who compete in track and field and tennis, respectively.

The campaign will focus on a two-minute full motion OOH spot, combining sports action with original photography, at the Piccadilly Lights site in London. It will also appear across other large-format outdoor screens in nine cities.

Kevin Henry, head of content and sponsorship at Ocean, says: “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.”