Mission: Sustainable Health for Bupa

If the global healthcare industry was a country, it would be the fifth-largest greenhouse gas emitter on the planet. Mission: Sustainable Health takes viewers on a journey to discover how Bupa is leading the industry to take action.

Bupa’s new global sustainability strategy

We developed strategy, production and activation for a social video campaign that would showcase the proof points that underpin Bupa’s new global sustainability strategy.

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 carbon footprint before offsetting  any excess, making it into AdGreen’s Top Production companies of 2022.


The results

The campaign is live and the results so far have been impressive, with 3.2 million combined views to date, exceeding all targets. 58% on average watched to the end of the film, with 40% the YouTube benchmark. The paid campaign delivered a rate of £0.01 per view, confirming the efficacy of both targeting and content.

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