Bupa has launched its latest campaign with creative agency Thinkerbell, building on the health insurer‘s role as the Official Healthcare Partner of the Australian Paralympic Team to demonstrate a commitment to inclusive and accessible healthcare that extends beyond the games.
During the Paralympic Games, the world celebrates athletes of all abilities, inspiring more inclusive thinking and behaviour. However, once the games end, the focus on the realities of life with a disability often fades.
Featuring Bupa Ambassadors and Australian Paralympians Ben Popham OAM, Curtis McGrath OAM, and Shae Graham, the work aims to address this pattern by shifting attention from Paris to life beyond the games, back home in Australia.
Bupa’s partnership with the Paralympic team is part of a broader ambition to make healthcare more inclusive and accessible for Australians.
The company has been investing in accessible digital health services like Blua, developing its first Access and Inclusion Plan, and funding grassroots sports programs to enable more Australians to participate in sports.
“At Bupa, we are incredibly proud to be the Official Healthcare Partner of the Australian Paralympic Team – but equally so of our commitment to make healthcare more inclusive and accessible for our members,” said Bupda’s director of brand, Penny Ryan.
“It’s a journey we are on, and we’re on it for the long run.”
Bupa and Thinkerbell ensured an inclusive process throughout the project, from strategic planning to creative development and production. This included ambassador interviews, consultation with a strategy expert with a disability, and collaboration with inclusive production experts, Inclusively Made.
The campaign is the first commercial project to be certified through Inclusively Made’s 100-point accreditation process.
“The insight behind the work, and the quiet confidence with which it’s delivered, is sure to cut through in a time when athletic bravado is filling our screens,” said Thinkerbell national chief creative Tinker, Jim Ingram.
“We hope it inspires more Australians to think more inclusively beyond the games too.”
The campaign launched nationally across digital, social, TV, and OOH over the weekend.
The work follows the recent announcement that CHEP Network has been appointed as Bupa’s new creative agency, as the insurer unveils plans for a strategic shift in its creative approach.
The new model will see CHEP Network working alongside support agencies, including 2045, Six Black Pens, and Scooter.
As part of this transition, Bupa will end its three-and-a-half-year relationship with Thinkerbell.
See also:
CHEP Network appointed creative agency for Bupa
Scooter joins Bupa agency village following pitch, announces new hires
Credits
Client: Bupa
Agency: Thinkerbell
Media: Atomic 212
Consultants: Inclusively Made
Director: Dani Pearce
Production House: Revolver
Post and online: The Editors
Sound: Rumble