Steps

A walking initiative that converted participants' steps into funded care. Around 20,000 participants logged more than 3 billion steps, which the insurer turned into treatment and rehabilitation, psychological support for cancer patients and educational support for people with disabilities.

The brief

Saudi residents encouraged to walk more, for a health insurer linking personal fitness to community care.

The idea

Bupa Arabia turned participants' steps into funding for disability rehabilitation, breast cancer patient support and prostate cancer awareness; over 20,000 people walked a combined 3 billion-plus steps.

What to borrow

Converting a healthy habit into a donation gives an insurer's purpose work a direct link to what it sells.

Brand	Bupa Arabia
Agency	Not named on the source
Talent	Not named
Channels	digital, social
Source	Zawya