Setting a bold sustainability strategy to protect the health of people and the planet
Services
Research and insights
Materiality assessment
Co-creation
Sustainability strategy
Brand strategy
Comms strategy
Challenge
Bupa were at the end of their strategic cycle and wanted to set a new sustainability strategy to support their purpose, business strategy and ambition to become the most customer-centric healthcare company.
Solution
It was clear from early on in our process that there was a brand-aligned whitespace for Bupa to occupy at the intersection of health and the climate emergency.
We know that planetary health and human health are directly linked. So we developed Bupa’s new sustainability strategy with a bold ambition to secure the long-term health of customers in their care by protecting the health of the planet.
Bupa’s strategy is structured around three missions. It challenges the company to take action in their operations, in collaboration with the industry and in society to restore vital ecosystem services.
Strategy development was informed by a robust double materiality process and through co-creation with Bupa’s key audience groups - including engagement with the Bupa Executive team and Board.
Alongside Bupa’s new strategy we also created a target roadmap and assisted with the launch of the strategy to key audiences.
To help launch the strategy to Bupa’s key audiences we created a distinctive brand-aligned visual identity, a narrative and messaging guide and developed a number of activation ideas for future engagement opportunities.
Since the launch of the strategy a number of our activation ideas have been executed by Bupa across their owned channels - including a document style video series that deep dives into the three missions of the strategy.
AGENCY: GIVEN
© Tom Goddard 2024