‘Integration is key’: Bupa on its mission to ‘redefine’ healthcare
As part of its ‘Health Is’ brand platform created to bring cohesion across Bupa’s communications, the healthcare provider hopes to “challenge stereotypes” in its campaign for the Paralympic Games.
Bupa is on a mission to “redefine healthcare” by challenging traditional portrayals of health in media and advertising.
As part of this effort, the healthcare provider, which is the official healthcare partner of ParalympicsGB, has launched an accessible takeover of London St. Pancras International’s underground tunnel to coincide with the 2024 Paralympic Games.
“What we’re trying to do is challenge stereotypes, break down barriers, and promote a more inclusive culture of what it means to be healthy and happy,” Angelique Waker, director of brand marketing at Bupa Global, India and UK, tells Marketing Week.
