Bupa Powerful Real Stories.
Since the start of the Covid-19 pandemic, women’s mental health has seen a huge decline. Bupa commissioned a research study to understand the gaps in mental health support. The research revealed some harrowing realities into the mental health stressors, personal impact and the delays in treatments.
One of the key challenges identified was that people are not getting mental health support early enough to significantly improve outcomes. They briefed us to create a campaign that highlights how women are being held to unachievable expectations, creating a false reality to reveal and highlight that it’s ok to show you the real you.
HIGHLIGHTING
HOW WOMEN
ARE BEING HELD TO UNACHIEVABLE EXPECTATIONS.
Since the start of the Covid-19 pandemic, women’s mental health has seen a huge decline. Bupa commissioned a research study to understand the gaps in mental health support. The research revealed some harrowing realities into the mental health stressors, personal impact and the delays in treatments.
One of the key challenges identified was that people are not getting mental health support early enough to significantly improve outcomes. They briefed us to create a campaign that highlights how women are being held to unachievable expectations, creating a false reality to reveal and highlight that it’s ok to show you the real you.
With the rise of social media, comes a rise in
poor mental wellbeing. People are encouraged to make their lives on social media look perfect. But in reality life isn’t perfect. Powerful Real Stories is a campaign to show that it’s ok to show the real you and if you’re struggling with mental health there is support available.
We took a mindful approach to creating these two films to allow emotional storytelling to achieve sensitive and emotive performances, filmed cleverly as one continuous take.
IT WAS BUPA'S
MOST SUCCESSFUL
ONLINE CAMPAIGN, WITH THE HIGHEST
VIEW-THRU RATE.
Whilst our talent spoke directly to camera, we saw their composure and conversation slowly unfilter through VFX to reveal the inconsistencies between filtered lives on social media and people’s daily realities and struggles. Alongside the films, we also created an AR filter for Instagram, championed by micro- influencers who spoke about their experiences with unrealistic expectations on their own platforms.
With Powerful Real Stories aiming to be a hard-hitting campaign encouraging women to open up about their mental health, the results show it. It was Bupa’s most successful online campaign with the highest view-thru rate and was also commissioned into a TVC. The YouTube views saw the highest engagement for Bupa across organic posting, which saw a combined 3+ million views on YouTube.
18 MILLION
COMPLETED
VIEWS
31,157,061
IMPRESSIONS ACROSS OLV, AD SMART & BVOD
The AR micro- influencer campaign supported the engagement further with a high number of comments and engagement across their platforms. There was also overwhelming positive media coverage about the campaign to highlight the conversation that Bupa were supporting.
TRULY INSPIRING
TO WORK WITH SO MANY TALENTED WOMEN TO PRODUCE THIS POWERFUL
WORK BOTH HERE AT CONTENTED & AT BUPA.
Nicola Harris, Contented Executive Producer
We worked with a female casting director throughout the process for the two personas Alice and Angela. A 12 hour shoot day, with over 20 crew members, female HOD's include Director, Director of Photography, Art Director, Casting Director, Photographer and Wardrobe & Stylist. Creating a safe space on set was key as the performances were incredibly visceral with raw emotion. Edited by our in house female editor, who helped bring the scripts and vision to life.