LV= General Insurance's "Heart of a Champion" campaign, crafted for the 2024 Paralympics on Channel 4, features Paralympic swimmer Maisie Summers-Newton and her coach, Andy Sharp. Their authentic bond embodies LV=’s values of support, determination, and passion. The core message, "It takes Heart," is highlighted through idents showing Maisie's rigorous training. The campaign, which ran from August 28th to September 8th, focused on inclusivity with multiple versions featuring subtitles and a signer, resulting in a powerful and emotive series.