Bupa approached us to tackle the rising mental health crisis among women, amplified by the unrealistic standards promoted on social media. Inspired by their research, we created #PowerfulRealStories, a campaign that championed authenticity over perfection.

Using single-take films, powerful scripts and clever VFX, we showed the gradual unfiltering of two women’s stories to reveal the emotional toll of comparison culture. Supported by an AR filter and influencer activation, the campaign sparked powerful conversations and real impact. With 18 million views, 45,000 support visits, and £3 million in extra investment, it became Bupa’s most successful digital campaign to date.

Credits:
Creative and Strategy: Paul Reid
Director: Lauren Midwinter
Production: Contented Group