Break the Cycle

Embarrassment and discomfort have long cast a shadow over women’s health – creating a taboo topic that needs to be shattered. Bupa, a leading healthcare provider in the UK, believes that everyone should express their whole selves at work and in their day-to-day life, with the longstanding ethos ‘Be You at Bupa’. With this commitment, Bupa set out to dismantle the stigma surrounding women’s health, enhance access to vital products and services, and empower women to speak openly about their symptoms.

A year-long integrated thought leadership campaign set out to ‘break the cycle’ and shift mindsets among consumers, HR professionals, C-suites and employees, who all play a role in normalising conversations about women’s health both at work and in society. We wanted to transform the conversation around women’s health for the better.