Let's Talk Health

In 2025, Bupa uncovered a powerful global insight*: 1 in 2 people worldwide actively hide their health concerns, despite 8 in 10 recognising that opening up would benefit them mentally and physically. This became the foundation of Let’s Talk Health, a global movement designed to break stigma, spark conversation and inspire long-term behaviour change.

The campaign launched with powerful, personal stories from individuals who discovered the lifechanging impact of talking about their health. These stories served as the emotional catalyst for a global movement, reaching over 140 million people on social. Shortform, platform-specific edits amplified the message further, prompting people around the world to share their own health experiences. Turning inspiration into action, Bupa transformed its website into a hub of expert guidance, offering advice on how to begin health conversations. Strategic media partnerships including National Geographic, Vogue and GQ ensured the message reached key demographics at scale, while leading public figures such as Lord Norman Foster, Richard Whitehead, Sir John Kirwan and Alice Aedy amplified the movement by sharing their own health journeys for the first time. The campaign culminated in a landmark PR moment when the legendary All Blacks and Black Ferns, New Zealand’s national rugby teams, had their jerseys emblazoned with a single word capturing their personal health journeys – making world headlines and normalising that even the strongest, most resilient athletes have health stories to share. The result was a campaign that inspired global health conversations, shifted attitudes, and created the foundation for lasting behaviour change.