Mission: Sustainable Health

If the global healthcare industry was a country, it would be the fifth-largest greenhouse gas emitter on the planet. Our four part documentary series, Mission: Sustainable Health, placed Bupa at the heart of the sustainability conversation in healthcare. Engaging and informative content spoke to the target audience on YouTube, Instagram and LinkedIn with clear ‘jargon-free’ messages.

Our team cast Malaika Vaz, wildlife film-maker and Nat Geo explorer, as lead narrator and presenter of the series. We then filmed across the UK, Spain and Australia to capture key Bupa people and influential external voices to build the story.

We developed a media strategy which started with the campaign creative, specifically designed to maximise search results from the YouTube algorithm – increasing views plus driving subscribers and click-throughs to site. This worked cohesively with a paid campaign and organic posts to achieve Bupa’s goals, with short form teasers to create interest in the full episodes and a playlist created for ‘deep dive’ viewers.

With filming taking place in multiple locations globally, it was crucial emissions were minimal, and with the help of AdGreen, Hurricane assessed how to reduce its carbon footprint before offsetting any excess, making it into AdGreen’s Top Production Companies of 2022.