British creative agency AMV BBDO has launched a global promotional campaign to communicate Bupa’s new sustainability strategy after securing its account in May at the conclusion of a competitive pitch process.
The campaign will be spearheaded by an 80-second film shot entirely using virtual production, which is 95% less carbon intensive in comparison to filming on location.
The new work will serve to acquaint the wider public with the healthcare provider’s updated sustainability positioning, which is primarily focused on the intersection of human health and the health of the planet.
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“At Bupa, we recognise that the climate crisis is also a health crisis, and we’re working hard to transform our business to become more sustainable,” Bupa Group chief brand and corporate affairs officer, Zoe Vafadari said.
“We wanted a simple way to explain why this topic is so important to us and AMV BBDO have helped us to capture that in our new campaign where we commit to care for the planet as our newest patient.”
She continued: “We hope the message resonates with our people, partners, and customers – because this is a commitment we need to make together.”
Bupa’s new strategy will be anchored around three key points; namely minimising the impact of healthcare on the planet, finding more sustainable healthcare solutions and creating healthier, greener spaces.
Bupa Group chief sustainability and people officer, Nigel Sullivan added: “For 75 years Bupa has been taking care of people’s health, but it is becoming increasingly clear that we can’t do this without taking care of the health of our planet too.
“If our planet isn’t healthy, the chances are we won’t be either. That’s why our new campaign outlines our intention to take on the planet as our newest patient. Tackling the climate and health crisis is an urgent matter and it is hugely complex.
Concluding, he said: “We have a lot of work to do, and we can’t do this alone, so we’re collaborating with our healthcare partners, providers, suppliers, and many other organisations across the sector to accelerate action and make a better world.”
