Healthy planet, healthy people.

Agency: AMV BBDO


Bupa, the international healthcare company which serves over 38 million customers worldwide has unveiled its global sustainability positioning in a new campaign. The communications strategy has been led by AMV BBDO who were appointed to work with the healthcare brand in May, following a competitive pitch alongside two other agencies.

Bupa’s new sustainability strategy, focussed on the intersection between human health and the health of the planet, defines the roadmap that the company will undertake over the next critical years to minimise the impact of healthcare on the planet, to find more sustainable healthcare solutions, and to create healthier, greener spaces where people can thrive. Bupa is moving to renewable energy, making their doctors’ and nurses’ scrubs from recycled plastics, and reimagining the way they deliver more efficient, lower carbon healthcare through new apps, technology, and other innovations.

An 80” launch film, which was shot entirely using virtual production, 95% less carbon intensive compared to filming on location, kicks off the campaign. Directed by David Edwards and produced by AMV BBDO’s in-house production company Flare Productions, the short film will initially run in digital and social channels.

Introducing Planet Earth as a 4-billion-years old patient, the film shows healthcare professionals appearing to travel across the globe, performing medical examinations that would otherwise be done on people, on the planet. Monitoring the earth’s health because if the planet is not healthy, the chances are we won’t be either. By directly relating the planet’s health with people’s well-being, it allows Bupa, as a healthcare company, to play in this space while making the idea and the topic of sustainability relatable to all people.

This professional campaign titled 'Healthy planet, healthy people.' was published in United Kingdom in November, 2022. It was created for the brand: Bupa, by ad agency: AMV BBDO. This Integrated medium campaign is related to the Health and Public Interest industries and contains 1 media asset. It was submitted over 1 year ago.


Client: Bupa
Brand: Global Sustainability Strategy
Client name: Zoe Vafadari
Client name: Jane Fischer
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Directors: Dalatando Almeida and Michael Hughes
Planning Team: Suzanne Barker
Account Team: Pink Kitsawat and David Stokes
Agency Producer: Joe Sloan
Production Company: Flare Productions
Executive Producer: Mark Graeme
Head of Production: Veronica Saez
Director: David Edwards
Line Producer: Carlotta Merzari
Post Producer: Anita Atwal
Editor: Maia Lloyd @ Flare Productions
VFX: Flare
Audio & Music: Virtual Sounds


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