Bupa: Living without limits
Blua, digital health by Bupa became the global sponsor of National Geographic’s “Limitless: Live Better Now” on Disney+ across 12 markets. The campaign combined Disney+ advertising, social media promotion, and branding at the London premiere to drive awareness and engagement. It was supported by a custom content series, “Living without limits,” which reinforced Blua’s focus on proactive healthcare.
Photograph by National Geographic CreativeWorks
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THE BRIEF
Bupa was seeking to drive awareness of Blua, a newly-launched global digital solution making healthcare more accessible, personalized and preventive. Bupa was looking inform and educate consumers on health through contextually-relevant environments.
Photograph by National Geographic CreativeWorks
Please be respectful of copyright. Unauthorized use is prohibited.
THE SOLUTION
Marking the first-ever multi-market Disney+ sponsorship, Blua, digital health by Bupa, partnered with National Geographic as the official global sponsor of “Limitless: Live Better Now”, placing the brand at the center stage of one of National Geographic’s biggest shows in 2025.
Leading up to–and beyond–the docuseries launch, Blua-presented idents, brand video, and tagged tune-ins running on Disney+ across 12 markets. National Geographic built a brand new custom social promo ad format for Bupa to leverage, targeting Bupa audiences.
Blua’s sponsorship extended from the screen to in-person at the London premiere for “Limitless: Live Better Now”, attended by docuseries lead Chris Hemsworth. At the premier, Bupa had prominent branding throughout the event (including collateral) and were able to invite corporate guests and relevant journalists to access the “yellow” carpet for a B2B and earned media component. This generated an interview with the docuseries lead and the opportunity to create bespoke social content for Bupa.
Given that the campaign objective was to drive awareness through informing and educating, a multi-channel approach to the media plan versus a singular sponsorship focus was essential.
Beyond the series sponsorship, National Geographic CreativeWorks produced a thematically-tied custom content series ‘Living without limits' consisting of 4 X 90” social videos, 3-minute hero video and an in-depth article for NG.com. The custom content series follows four extraordinary individuals as they revisit the pivotal moments that redefined their limits, revealing that health setbacks don’t have to be barriers - they can be the beginning of a transformation.
Leading up to–and beyond–the docuseries launch, Blua-presented idents, brand video, and tagged tune-ins running on Disney+ across 12 markets. National Geographic built a brand new custom social promo ad format for Bupa to leverage, targeting Bupa audiences.
Blua’s sponsorship extended from the screen to in-person at the London premiere for “Limitless: Live Better Now”, attended by docuseries lead Chris Hemsworth. At the premier, Bupa had prominent branding throughout the event (including collateral) and were able to invite corporate guests and relevant journalists to access the “yellow” carpet for a B2B and earned media component. This generated an interview with the docuseries lead and the opportunity to create bespoke social content for Bupa.
Given that the campaign objective was to drive awareness through informing and educating, a multi-channel approach to the media plan versus a singular sponsorship focus was essential.
Beyond the series sponsorship, National Geographic CreativeWorks produced a thematically-tied custom content series ‘Living without limits' consisting of 4 X 90” social videos, 3-minute hero video and an in-depth article for NG.com. The custom content series follows four extraordinary individuals as they revisit the pivotal moments that redefined their limits, revealing that health setbacks don’t have to be barriers - they can be the beginning of a transformation.
Photograph by National Geographic CreativeWorks
Please be respectful of copyright. Unauthorized use is prohibited.
EXPLORE MORE
Photograph by National Geographic CreativeWorks
Please be respectful of copyright. Unauthorized use is prohibited.
GET IN TOUCH
Interested in working with National Geographic? Please reach out to Nadine Heggie at Nadine.Heggie@natgeo.com.
Photograph by National Geographic CreativeWorks