Bupa.
Bringing Bupa's eco-Disruptive programme to life for a wider audience.
WMP produced the first-ever Bupa eco-Disruptive Live: an experiential event at Old Billingsgate in London that took Bupa's internal sustainability innovation programme external, designed and delivered with sustainability at its heart.
Sectors
Expertise
Solutions
Background.
An internal programme, ready for its public debut.
Bupa needed an event that would raise their profile in sustainability and innovation, without compromising on the sustainability of the event itself.
Bupa launched their sustainability strategy, 'Taking on the planet as their newest patient', with the aim of positioning themselves as leaders of sustainable healthcare. In line with this, they started eco-Disruptive in 2021: an internal programme dedicated to finding, funding and supporting start-ups with innovative ideas for improving people's health and the health of the planet.
In 2023, Bupa partnered with WMP to expand this internal initiative into an external event in London that would showcase and celebrate the pioneering sustainability products, services and technologies supported by the programme, providing a platform for its start-ups and inviting corporate partners and business leaders to a one-day celebration of human ingenuity, collaboration and sustainability innovation.
The brief was to highlight the link between the health of people and planet while showcasing breakthrough solutions to the healthcare sector's sustainability challenges, and to promote collaboration and celebrate a disruptive approach inspired by the start-up community. Particular care was needed over the sustainability of the event itself, with every production decision made with sustainability front of mind, from pre- to post-event.
The Solution.
A world-class event experience.
When Bupa first outlined the brief, they asked for a best-in-class “expo experience”. But, understanding that the principle of disrupting ‘business as usual’ underpinned eco-Disruptive, our strategy was to break with convention and create something different.
With its strategic location on the river Thames, Old Billingsgate was a natural venue choice. Yet, a conscious effort was needed to avoid producing the same type of experience guests might have encountered there in the past.
Our disruptive approach started with the guest journey: a seemingly conventional reception gave way to an immersive space called 'Boundless', reached through a tunnel lit to build suspense before opening onto an awe-inspiring, 8x8 metre expanse of 4K visuals projected on all sides with stereo sound. Boundless was designed to celebrate sustainable innovation without limits, making visitors stop and think about the potential for innovation and collaboration, while generating the 'talkability' and social shares Bupa had asked for.
Creating a platform for sustainability innovations.
Three doors led out from Boundless into the expo, letting visitors choose their own path through the event. We split the exhibition into three zones, using lighting and graphics to create distinction between them, with each zone standing as a physical representation of one of the three pillars in Bupa's sustainability strategy: Mission Zero, Mission Accelerate and Mission Regenerate. Each start-up was given an identical, wood-framed 3x4m stand with a screen, so every exhibitor had equal footing to present their products, a particularly important detail for start-ups who are just beginning their business journey and don't yet have significant marketing assets or exhibition experience.
Putting sustainability centre stage.
Beyond the exhibition, we created a plenary area large enough for all guests, built around a stage named 'Thrive', inspired by Bupa's strategy of creating a healthier world where people and planet can thrive. Thrive hosted keynote speakers and influencers, including Entrepreneur and TV personality Deborah Meaden, Film producer and Influencer Jack Harris, Earthshot Prize-winner Notpla, and Bupa CEO Iñaki Ereño, as well as panel sessions and fireside chats that gave the eco-Disruptive start-ups a further platform.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
Making sustainability the default, not the exception.
Sustainability ran as a thread through every facet of the production, from venue selection to material sourcing. Seed paper lanyards could be planted after the day, all wood used in the stands was FSC approved, screws were designed to be reused, and textiles were made from 100% recycled PET plastic bottles. F&B choices reflected the same approach, with packaging-free refreshments, water refill stations throughout the venue, environmentally friendly handwash, and all flora donated after the event. DAE Studio crafted bespoke artistic installations using innovative materials like post-consumer plastic waste and cassava bags from start-up Cassava Bags Australia, winners of the 2022 eco-Disruptive programme. After the event, the installations were installed in Bupa Clinic locations across the UK.
The impact.
A 'World Class' event, and a measurable impact on the planet.
Having set out to raise Bupa's profile, eco-Disruptive Live earned over 20 pieces of positive media coverage with a global reach of 1.4 billion, including Sky News, BBC News, Reuters and Forbes, alongside a combined influencer social reach of 1.5 million.
Against a target of 500-600 guests, the event attracted 650 attendees, and a post-event survey found 94% rated the event excellent or very good, with 89% saying they'd recommend it to a friend or colleague, resulting in an NPS score of 76, officially certifying the event as 'World Class'.
The event's environmental impact was measured and offset in collaboration with B-Corp certified Skoot, counteracting 141.48 tonnes of emissions, planting 23,810 seedlings in a Kenyan mangrove, collecting 1,410 plastic bottles from the ocean, and funding 1 tonne of climate projects. WMP also filmed a series of interviews and start-up profiles at the event for Bupa to share in the months that followed, keeping the conversation on sustainability, healthcare and innovation going.
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