Bupa, a leading private healthcare provider, is breaking new ground in its commitment to inclusivity and health by becoming the Official Healthcare Partner of ParalympicsGB. This partnership, which will extend over three years, is a pivotal part of Bupa’s broader initiative to challenge traditional perceptions of health and to provide unparalleled support to British Paralympians as they prepare for the Paris 2024 Paralympic Games and beyond.
In conjunction with this partnership, Bupa has launched an innovative campaign titled ‘This Is Health,’ which seeks to redefine the portrayal of health by embracing diversity. The campaign kicked off with a striking immersive takeover of St. Pancras International’s Underground tunnel, timed to coincide with the Paralympic Games. This effort, crafted by MullenLowe Group and executed by experience agency Momentum Worldwide, uses a blend of print, audio, and braille to ensure the ads are accessible and inclusive. The initiative is part of Bupa’s ongoing mission to present health in a way that reflects the diverse realities of people, especially those living with disabilities.
The ‘Health is’ campaign, featuring Paralympians Emmanuel Oyinbo-Coker and Hannah Cockroft OBE, emphasizes that health is not one-size-fits-all. Instead, it is as unique as each individual. Through relatable images, video content, and accessible design, Bupa challenges the stereotypical image of what a healthy person looks like. The campaign includes braille on the handrails of the tunnel, spatial audio narration, and accessible typefaces, making it a truly inclusive experience.
In parallel, Bupa’s partnership with ParalympicsGB focuses on providing top-tier healthcare services to Paralympic athletes, ensuring they receive the best medical support to enhance their performance. This includes comprehensive health assessments, mental and physical health services, and specialized medical advice, all aimed at helping athletes achieve peak performance.
Carlos Jaureguizar, CEO of Bupa Global & UK, expressed the significance of this partnership: “Paralympians show us that there’s nothing you can’t do when you put your mind to it. This determination inspires us to change the face of healthcare. Working with ParalympicsGB gives us the unique opportunity to understand and meet the diverse needs of our society, reflecting the variety of experiences of our customers.”
The campaign also serves to address a concerning statistic: more than two in five people believe there’s a ‘one size fits all’ approach to health, which fails to represent the experiences of many, particularly those with disabilities. Through its immersive campaign and partnership with ParalympicsGB, Bupa aims to shift societal perceptions, making health and wellness more inclusive.
Aaron Phipps MBE, a gold medal-winning wheelchair rugby player, lauded the initiative: “Throughout my life and sporting career, I’ve worked to challenge perceptions around disability. It’s great to see Bupa and ParalympicsGB partnering to bring this to the forefront of our society. There shouldn’t be any barriers to anyone reaching their full potential in life, and the more we can spread that message, the more we can achieve together.”
As the campaign continues to roll out across a nationwide media plan, Bupa remains committed to promoting inclusivity in healthcare, business, and beyond, aiming to inspire future generations to believe that anything is possible. With the support of ParalympicsGB, Bupa is not only providing essential healthcare to athletes but also playing a crucial role in reshaping how health is perceived and represented in society.
