Upping your meaning quotient, CSR and engagement with Bupa: IoIC Live 2014 series

After the recent IoIC Live 2014 conference, we had just too many interesting points to take away from the speakers. So we have made series of blogs, one for each speaker, that will be posted on Storyboard over the next few days.

Following from Hilary Scarlett discussing neuroscience and communications, Mairi Doyle (Director of Internal Communications at Bupa) discussed engagement, CSR and their new Bupa app as part of the Ground Miles campaign.

Bupa – upping your meaning quotient

The purpose of Bupa is to provide ‘Longer, Healthier, Happier lives’ – a purpose that extends to Bupa’s 70,000 employees not just their customers.

She outlined the importance of engagement coming from unifying staff with a common goal and providing connection with a purpose. She wants to give employees a sense of pride in what they do, helping them to feel they are making a difference.

The Ground Miles campaign is a key part of this. This was a challenge to complete a combined walk of 5 million miles (approx 8 million kilometres), with people from all over the world. It was created to help encourage people to walk to reduce their risk of heart disease and stroke.

As part of her explanation Mairi showed the Ground Miles challenge video – an engaging display of the challenge’s successes and highlights.

She also drew attention to the Ground Miles app – launched as part of the campaign.

She gave 10 top tips for running campaigns surrounding CSR and engagement that she learnt from the Ground Miles challenge:

  • Have a clear, compelling and inspirational outcome
  • Directly link your CSR outcome to business goals
  • Enrol key influencers and stakeholders early on (invite ideas)
  • Keep it simple
  • Appeal to friends and family (e.g. more powerful to speak to people about the health of those they love, than their own health)
  • Share stories (provide a forum for people to share their own)
  • When Things Go Wrong (and they will) reconnect to your outcome
  • Say thank you and celebrate
  • Have some fun!
  • Did I mention a clear, compelling and inspirational outcome? Without this it would have just been a list of activities.

Her key quote, tweeted by many attendees to take away was:

‘If you want to go fast, go alone. If you want to go far, go together’.


Click here to see the IoIC’s blog – Walking the walk on CSR

Our IoIC Live 2014 series

Some of the best bits from Twitter #IoICLive14