BUPA  – Need a Lift 

The Coolr Effect

– 5M+ people reached
– 98.9% positive sentiment
– Multi-platform delivery across YouTube, TikTok and Instagram
– Launches during Men’s Mental Health Awareness Month

The Story

Bupa set out to tackle one of the most entrenched challenges in men’s health: the lingering taboo around talking openly about wellbeing. The brief wasn’t just about awareness — it was about creating genuine permission for men to open up, and showing how Bupa could play a meaningful role in that conversation.

Insight pointed us in a clear direction. Research showed men are more comfortable talking side-by-side rather than face-to-face, particularly in relaxed, everyday environments like car journeys. We turned this behavioural truth into a simple but powerful format: a road trip.

With Martin Kemp behind the wheel, each journey created a safe, informal space for honest conversations. Joined by a diverse mix of macro and micro creators — including Mark Ormrod MBE, Graeme Sutherland and Mesha Moinirad — the series explored health, resilience and mental wellbeing through raw, lived experience rather than scripted messaging.

To ensure credibility and care, every film was shaped in collaboration with Bupa clinicians, allowing sensitive topics to be handled responsibly without losing authenticity. Content was produced in premium, social-first formats, spanning long-form YouTube episodes and short-form cut-downs optimised for TikTok and Instagram.

Launched during Men’s Mental Health Awareness Month, the campaign was anchored by Martin’s teaser film, with creator collaborations sustaining momentum and driving reach. The result was a campaign that didn’t just start conversations — it normalised them, reaching over 5 million people and delivering 98.9% positive sentiment.

The Takeaway

– Cultural insight creates permission for vulnerable conversations
– Side-by-side formats unlock honesty where face-to-face fails
– Credibility comes from pairing lived experience with expert guidance