Healthcare: Bupa's internal comms the best yet

Bupa wanted to tell staff about its new external brand campaign before its launch in March 2011. The campaign positioned Bupa as a healthcare partner to consumers rather than a service provider.

Bupa: helping you find healthy
Bupa: helping you find healthy

Campaign Helping You Find Healthy
Client Bupa
PR team In-house/Dave
Timescale December 2010-March 2011
Budget £30,000

OBJECTIVES

  • To tell Bupa's 30,000 UK employees about the external campaign before launch
  • To explain to staff what the phrase 'healthcare partner' meant for them.

STRATEGY AND PLAN

Bupa employees were used for both the internal and external campaigns, showing how they were already 'healthcare partners' for customers.

Employees were asked to come forward with their stories of being a 'partner'.

The TV ad was put on the intranet a week before its external launch. Overnight, Bupa offices were redecorated with campaign branding, mugs and desk drops.

MEASUREMENT AND EVALUATION

The campaign was well received by senior managers across the business. Bupa's MD of group development said it was the best internal comms campaign he has seen.

RESULTS

According to a survey of 670 staff, almost nine in ten employees were aware of the campaign and 85 per cent said they understood what the campaign was trying to achieve. It has been shortlisted for a PRWeek Award in the internal comms category.

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