Bupa unveils powerful Paralympian-led campaign via 2045 to destigmatise health conversations

Bupa has today announced the launch of its impactful Health Stories campaign via creative agency 2045, which encourages Australians to share their personal health journeys.

 

Grounded in compelling research, the campaign addresses a crucial insight: 68% of Australians who shared their health story to someone other than a medical professional reported an improvement in their mental wellbeing. Yet, many still hesitate to discuss health issues – over half of Australians admit to avoiding a health concern, with embarrassment or stigma cited as barriers for one in four*.

Says Naomi Driver, General Manager of Marketing and Brand, at Bupa: “Health is deeply personal, but we know it is healthy to talk about health. Through Health Stories, we want to inspire Australians to talk openly about their health journeys – because sharing helps break down stigma, builds connection, and ultimately supports healing. We’re proud to amplify these voices and support a community where no one feels alone in their health.”

The campaign was developed through Bupa’s partnership with Paralympics Australia and features a series of powerful short films showcasing the real health stories of Australian para-athletes, who exemplify resilience and courage:

Curtis McGrath became an amputee in an explosion while serving in Afghanistan and went on to become a Paralympic and world champion in para-canoe.

Katja Dedekind is a multi-medal-winning vision impaired para-swimmer who shares her experience with endometriosis.

Other athletes featured include Georgia Gunew (para-alpine skiing), Taymon Kenton-Smith (para-archery), Al Viney (para-rowing) and Heath Davidson (wheelchair tennis), each sharing their personal experiences to inspire greater openness around health and wellbeing.

Says Cameron Murray, CEO at Paralympics Australia: “We’re incredibly proud to be part of this important campaign with Bupa. Not only are Australian Paralympians elite competitors, they’re also powerful storytellers, advocates and leaders. By sharing their personal health journeys, our Paralympians are demonstrating that vulnerability is a form of strength. These stories will inspire people far beyond the sporting world.”

Through collaboration with inclusive production experts, Inclusively Made, Bupa and 2045 have ensured an end-to-end inclusive process for the campaign. The project is the second major campaign to be certified through Inclusively Made’s 100 accreditation process.

Says Christopher McKee, Executive Creative Director, at 2045: “We all know opening up isn’t easy. But the truth is, talking, sharing and speaking out about our health is what starts the healing. So we set out to build something that would give Australians the confidence to have braver, deeper conversations. Health Stories is that platform. Six powerful interviews with six para-athletes who’ve laid it all bare. Their honesty doesn’t just tell their story, it shows how speaking up can supersede the stigma.”

The Health Stories campaign will roll out across social channels, with the ambition of encouraging Australians to talk about their health.

For more information, visit www.bupa.com.au/about-us/paralympics/health-stories.

*Based on a Mortar survey of over 2000 Australians between 7 – 12 March 2025.

Client: Bupa
Agency: 2045
Media: Atomic 212
Consultants: Inclusively Made
Director: Chris Martin
Production House: Pork Store Productions
Post and online: Manimal
Sound: Production Alley