Bupa has launched a new campaign to mark the health insurer's position as the Official Healthcare Partner of the Australian Paralympic Team, with the aim of to promote inclusive and accessible healthcare 'beyond the games'.

The campaign was created by Thinkerbell, the brand's outgoing creative agency of record. After a 3 and a half year relationship with Thinkerbell, Bupa parted ways with the agency earlier this month, appointing CHEP Network and a handful of supporting agency partners, 2045, Six Black Pens, and Scooter.

The campaign supports Bupa's investment in accessible digital health services such as Blua, the development of its first Access and Inclusion Plan, and funding for inclusive grassroots sports programs. The 'Beyond the Games' campaign features Bupa Ambassadors and Australian Paralympians, Ben Popham OAM, Curtis McGrath OAM, and Shae Graham.

Launched nationally across digital, social, TV and OOH over the weekend, the campaign is the first commercial campaign to be certified through Inclusively Made’s 100 point accreditation process.

"At Bupa, we are incredibly proud to be the Official Healthcare Partner of the Australian Paralympic Team - but equally so of our commitment to make healthcare more inclusive and accessible for our members. It’s a journey we are on, and we’re on it for the long run," said Bupa’s Director of Brand, Penny Ryan.

Thinkerbell National Chief Creative Tinker, Jim Ingram, said: "The insight behind the work, and the quiet confidence with which it’s delivered, is sure to cut through in a time when athletic bravado is filling our screens. We hope it inspires more Australians to think more inclusively beyond the games too."

Bupa Asia Pacific operates in Australia, New Zealand and Hong Kong, supporting about 7.3 million customers through a broad range of health and care services. Over the past 17+ years, Bupa Asia Pacific has invested more than AUD$36 million in partnerships and programs focused on improving the health of communities across Australia.