Bupa x ParalympicsGB

The Bupa Global & UK External Relations team was tasked with amplifying the business’ new role as the Official Healthcare Partner of ParalympicsGB. The strategy was to utilise the partnership as a platform to challenge attitudes to disability in our society, increasing inclusion and breaking down barriers and stigmas.

The team employed a media relations-first approach in order to reach wide audiences across the UK, as well as target employers, employees and thought leaders in the space, bringing to life Paralympian voices and working with charities and professional bodies. Activity also brought to life wider Brand activity, adapting BGUK #TeamHealth brand campaign assets for news-focused audiences. Campaign spikes, spotlighting real life insights for disabled people such as social exclusion, public attitudes to disability and (lack of) accessibility in the workplace, and posing potential solutions, were supported by ‘always on’ press office activity. The outcomes centred around huge volumes of coverage, bringing to life Paralympian stories and positioning Bupa with new audiences. Importantly, this also led to a rise in RepTrak scores in the ‘Citizenship’ space, showing the real life impact of a media relations-first approach.