Design Museum

22.11.2018

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    Mindshift

    Bupa

    Bupa took practical steps to ensure the treatment of mental health was given equal parity to physical health by launching MindShift – a market leading initiative to drive positive change in the cover and treatment of mental health.

    What objectives did you set out to achieve?

    As a long-time contributor to the mental health landscape, it’s one of the biggest issues of our time. Insight from our claims trends, clients and intermediaries highlighted action was needed.

    Taking the first step and leading the way, we aim to inspire others and raise industry standards – benefiting all Bupa customers, and millions of people if competitors followed.

    Key objectives:

    - Launch our market leading mental health proposition - Bupa Mental Health Advantage
    - Make a statement within the market about our commitment to mental health
    - Bring together leaders and industry experts as a united business community, to drive action throughout their respective organisations

    What was your single biggest challenge in achieving them?


    We launched MindShift during MH awareness week to amplify our message to market. This increased the risk of our message being lost within the ‘noise’ of other organisations including Mind, MHFA and Heads Together. Furthermore we had not delivered an event of this size and scale for nearly 5 years.

    What did you do differently to overcome that challenge?


    Our creative and content was brave, bold and provocative – standing out and looking different to previous Bupa comms ensuring it cut through.

    We ensured the event had high impact with an impressive venue; OXO tower –transforming the white room into an eruption of colour taking the attendees on a journey, bringing to life the importance of MH. The speakers were chosen, ensuring they were thought leaders and provocative including Kate Silverton, BBC presenter and journalist and Alastair Campbell, broadcaster and journalist who both openly talked about their experiences with MH and provocatively challenged the audience to think differently.

    What were your most impactful outcomes?


    • Over 140 clients, intermediaries and MH experts attended Mindshift
    • 97% of attendees rated speakers as ‘excellent’ or ‘very good’
    • “An excellent initiative that will benefit employers and employees where NHS is lacking" FT Advisor
    • 1,600 businesses have moved onto the new proposition accounting for 450,000 employees and families benefiting
    • Social media uplift - mentions from the event leading to an increase of 16% positive sentiment for Bupa compared to pre and post event

    In a sentence, what was the biggest learning you took away from this?


    There is appetite in the industry for change however; discussions need to move into action with tailored approaches and practical support for organisations.

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