Bupa

Challenge

Help shift perceptions of Bupa from a private healthcare provider for the few to a health partner for everyone.

Insight

Health isn’t something you win. It means something different to all of us, whether you’re a Paralympian, walking the dog or simply trying to feel a little better.

Creative

Instead of putting Paralympians on a pedestal, we used them to tell much more relatable stories about what health really means. We carried that thinking into the media too, transforming St Pancras into the UK’s first fully accessible advertising space.

Results

The campaign drove a 91% improvement in brand opinion and 7.4 million views during Paris 2024. The Accessible Advertising Blueprint we created was also shared across the wider UK media industry, and the work picked up multiple awards including a Silver Cannes Lion.

Role

Concept, Pitch, Creative Direction, Team Leadership