Inclusion and diversity are increasingly important for all businesses. Bupa is committed to providing inclusive healthcare to customers and are using their partnership with ParalympicsGB to do this.
As the Official Healthcare Partner of ParalympicsGB, Bupa identified a need for better workplace support for disabled people. They developed a multi-channel B2B marketing campaign designed to engage, inspire and shift perceptions around disability in the workplace.
Bupa leveraged their brand partnership with ParalympicsGB to create more opportunities for businesses to champion change, via three activations:
- Team Health Challenge – innovative event, to win buy-in from business decision makers.
- Bupa Academy – practical tools and resources to help line managers action meaningful change.
- Partnered with Career Ready and charity Scope to create workplace opportunities for young disabled people.
Bupa delivered engagement to shift perceptions, supporting their ambition to provide inclusive healthcare that delivers tangible returns for everyone.
Team Health Challenge achieved 100 NPS and 100% of attendees said it increased their awareness of the benefits of a diverse workforce.
36% to 47% of stakeholders name Bupa as the brand which provides a range of inclusive health and wellbeing services, compared to 2% to 11% across its competitors.
Bupa Academy resources have achieved over 200k views.
20 workplace opportunities created by Bupa and other partner businesses for young disabled people through the Career Ready.
