Bupa: Reactive Radio

Bupa’s “good health is contagious” campaign aims to spread good health around Australia. And behavioral science tells us that the fastest way to change someone's thoughts is by getting them to physically do something.

So, we turned audio, a passive medium, into an active one with ‘Reactive Radio’. This campaign triggers healthy physical actions in listeners by stimulating mirror neurons in their brains. Mirror neurons are the cells that fire when we observe - or hear - others performing specific actions, causing us to copy or ‘mirror’ them.

By leveraging this age-old hardwiring in our brains, we more directly changed audience beliefs about Bupa, and helped them live a little healthier at the same time.