Bupa, the official healthcare partner of the Australian Paralympic Team, has launched ‘No Board’, a striking new campaign featuring three times Paralympian Ben Tudhope that brings to life the real ‘nos’ he has faced in his life.
At age 26 Tudhope, who has cerebral palsy has done it all. He has become the world’s youngest Winter Paralympian at just 14-years-old, Beijing bronze medallist, former world number one, and one of Australia’s most recognisable Para athletes.
“I’ve been told a lot of nos in my life but the upcoming Winter Paralympic Games is a reminder that belief is stronger than prediction,” he said.
“I am proud to tell my story through this campaign, but it represents something bigger than me. It shows people that limits aren’t fixed, they move when you do.”
From being told he may never walk or talk, to doubts about belonging on the snow, the No Board campaign reframes the word ‘no’ as a catalyst for possibility, featuring these words of doubt on the base of Tudhope’s custom ‘No Board’ snowboard. The campaign’s hero film spotlights Ben carving through the snow as the ‘nos’ shred away from his board, revealed in the final frame as a symbol of determination.
“Ben has faced more ‘nos’ than most, yet he continues to forge his own path with courage and grit. His story is a reminder that belief, hard work and community support can turn every ‘no’ into a new possibility,” said Naomi Driver, GM of brand and marketing.
“As part of our Winter Paralympic campaign, we look forward to celebrating the stories of Australian Para athletes who continue to redefine what’s possible.”
Bupa’s No Board campaign challenges perceptions of disability and celebrates the determination that defines Para sport. Rooted in Tudhope’s lived experience and amplified through Bupa’s partnership with Paralympics Australia, No Board demonstrates how care and community can move limits.
“We’re incredibly proud to be part of this important campaign with Bupa and Ben Tudhope. It’s a bold reflection of the reality many Para-athletes face, and a powerful celebration of the mindset that drives them to keep pushing forward. Through our partnership with Bupa, we’re committed to supporting work that improves accessibility and representation of people with disability,” commented Cameron Murray, CEO, Paralympics Australia.
Created by 2045, and featuring Melbourne-based visual artist Gaston Castagnet the painter, No Board is an integrated campaign across a bold mix of national and hyper-local channels spanning large-format OOH, radio, digital, PR, social and the 2026 Milano Cortina Winter Olympic and Paralympic broadcast integration with Channel 9.
Each touchpoint features contextual creative tailored to its environment, anchored by the hero No Board film and reinforced through partnership storytelling to drive awareness of Bupa as the Official Healthcare Partner of the Australian Paralympic Team.
Bupa is a launch partner of the Melbourne Metro Tunnel, leveraging one of Australia’s newest transit environments to showcase high-impact, contextually relevant OOH.
“Collaborating with Ben from the get-go was the secret sauce that helped us craft a campaign that was not only true to him, but relatable to us all. ‘No’ is the barrier that stands in the way of much potential. Two letters with an outsized power to stall progress. Ben didn’t listen. Neither should you,” concluded Christopher McKee, executive creative director, 2045.
