News 19.10.2022

Need to Know

Bupa embraces a synchronised approach to healthcare, OnlyFans branches out into non-adult content and UK travellers will seek thrilling experiences in 2023.

Bupa embraces a synchronised approach to healthcare

This is Health by MullenLowe Group for Bupa, UK

UK – Healthcare company Bupa’s latest campaign presents a fresh take on what health looks like, showcasing and validating underrepresented daily health concerns across life stages.

The This is Health campaign, created by advertising agency MullenLowe, supports the idea that there is no one-size-fits-all approach when it comes to health. From neurodiversity to joint conditions, from mental health to menopause, Bupa acknowledges the diversity of human experiences and health needs, and spotlights the crucial role of accessible healthcare in supporting every individual’s unique needs and holistic wellbeing.

‘Be it tackling big concerns or sorting out those smaller everyday niggles, our goal is to ensure everyone gets the expert help they need for their holistic wellbeing – whatever that looks like,’ says Angelique Walker, director of brand marketing at Bupa.

The inclusive and uplifting activation encourages people to follow their own personal healthcare journeys and reframes the traditional perceptions of healthcare, a good example of Synchronised Care in action.

Strategic opportunity

The healthcare providers of tomorrow will understand and adapt to the ever-evolving needs of diverse client bases. Bespoke approaches that bolster inclusivity will help in that goal

European cities are given a colourful makeover

Asphalt Art Initiative by Bloomberg Philanthropies, Europe Asphalt Art Initiative by Bloomberg Philanthropies, Europe
Asphalt Art Initiative by Bloomberg Philanthropies, Europe Asphalt Art Initiative by Bloomberg Philanthropies, Europe

Global – The Asphalt Art Initiative is partnering with cities across Europe to help improve community safety. The project consists of colourful murals placed on pavements and along roadsides in 19 countries. Cities in Belgium, Italy and Bulgaria are among those that will receive the £22,100 ($25,000, €25,400) grant, some of which will be given murals across intersections and crossings.

Supported by Bloomberg Philanthropies, which previously piloted the project in the US, the initiative aims to help cities use art to rejuvenate public spaces and improve street safety. In the US, driving speeds dropped by 45% in Kansas City, Missouri, after an art installation was introduced at a crash hotspot intersection.

Not only do the murals brighten up communities, they act as a catalyst for improving the general wellbeing of residents. ‘Projects like these not only connect people, but make streets safer, and we encourage cities everywhere to paint their own transportation masterpieces,’ says Janette Sadik-Khan, principal for transportation at Bloomberg Associates. The project is an example of how communities and organisations alike are inventing ways to turn urban spaces into more equitable places.

Strategic opportunity

As consumers seek community-centric cities, urban infrastructure will play a role in creating such spaces and cities that embrace projects such as the Asphalt Art Initiative will prosper

OnlyFans is branching out into non-adult content

UK – OnlyFans, the platform where content creators monetise adult content, has announced a plan to expand into non-sexual genres.

While still supporting adult performers, the platform is taking steps to diversify its catalogue and delve into non-adult entertainment. OnlyFans recently recruited celebrities and is producing a reality show meant to stream on OFTV, the company’s new non-pornographic streaming service.

To promote its non-explicit content offering, OnlyFans has also created the Creative Fund: Comedy Edition, a contest for UK-based creators to compete for the chance to be featured in a reality programme on OFTV, on top of a £100,000 ($113,100, €115,000) cash prize to split between winners.

The Creative Fund allows OnlyFans to give back to the creator community by providing a unique opportunity to break into challenging industries like comedy, explains OnlyFans CEO Ami Gan.

OnlyFans has been growing rapidly since its launch, and the platform’s shift to diversified content shows how the company has acted as an Elastic Brand, proactively anticipating its next move based on community expectations.

OnlyFans Creative Fund: Comedy Edition, UK and Ireland

Strategic opportunity

Know your community inside and out and, like OnlyFans, be ready to stretch your brand to meet your audience’s needs when the time is right

Stat: Travellers are seeking daring experiences

Nature's Calling by Woo, UK Nature's Calling by Woo, UK

UK – Travellers will seek creative experiences that can distract them from the current global chaos, according to Booking.com’s 2023 Travel Predictions report. Commissioned by Booking.com, the research investigated more than 24,000 travellers across 32 countries using the digital travel company’s knowledge as a leader in the field to provide insights on the data. The study found that holiday curators will need to move away from traditional holidays and lean into more one-of-a-kind experiences.

From rural excursions to immersing in a local culture, the data shows travellers are seeking culture shock experiences, with 29% wanting to be able to spot a UFO and 35% keen to find the world’s rarest delicacy.

Although travellers are showing resilience despite global uncertainty, many are seeking local experiences that take them away from their own reality. Local businesses should use this as an opportunity to broaden their cultural horizons. ‘This is the ideal backdrop for a boom in experiential travel, with micro- and niche trends, hobbies and personal passions leading the way,’ says Arjan Dijk, senior vice-president at Booking.com.

Strategic opportunity

Amid global chaos, travel brands should move away from traditional holidays and curate experiences that tap into the quirks of local culture and take travellers out of their comfort zones.

Previous News Articles
Samsonite’s new durable suitcase can survive travelling to the edge of space

News

Samsonite’s new durable suitcase can survive travelling to the edge of space

Samsonite has unveiled its latest innovation, the Proxis Space collection, setting new standards in travel gear with sustainability and advanced te...
Luxury : Travel & Hospitality : Design
The Saudi Investment Bank celebrates national identity with bespoke typeface

News

The Saudi Investment Bank celebrates national identity with bespoke typeface

The Saudi Investment Bank and creative agency Impact BBDO have launched I am Saudi, a campaign celebrating national heritage with a bespoke typeface.
Design : Advertising & Branding : Finance
Foresight Friday: Simar Deol, foresight analyst

News

Foresight Friday: Simar Deol, foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Society : US Elections : The Power Of Precision Micro-Influencing
Stat: Rapid increase in e-waste raises need for circular solutions

News

Stat: Rapid increase in e-waste raises need for circular solutions

As AI computing demands surge, researchers warn of unprecedented e-waste levels that could equate to discarding more than 10bn iPhones each year by...
Technology : Sustainability : Society
Emteq Labs unveils emotion-sensing smart eyewear

News

Emteq Labs unveils emotion-sensing smart eyewear

Brighton-based Emteq Labs has introduced Sense, a wearable technology innovation that uses nine optical sensors embedded in lightweight glasses to ...
Technology : Health & Wellness : Design
El Departamento turns Barcelona’s historic building into cultural learning hub

News

El Departamento turns Barcelona’s historic building into cultural learning hub

Architecture studio El Departamento, led by Alberto Eltini and Marina Martín, has repurposed Barcelona’s Casa Degli Italiani, a Renaissance-era bui...
Youth : Architecture : Design
YouTube launches media literacy programme to help teens spot AI content

News

YouTube launches media literacy programme to help teens spot AI content

Launched during the Global Media and Information Literacy Week, YouTube has introduced a free curriculum designed to help teens navigate AI-generat...
Technology : Pop-culture & Media : Youth
Stat: Climate change anxiety affects Gen Z across political divides

News

Stat: Climate change anxiety affects Gen Z across political divides

A new study published in The Lancet Planetary Health reveals the intense mental health impacts of climate change on young Americans aged 16 to...
Election : Sustainability : Society
LS:N Global’s latest report Future Five 2025 explores the topics of tomorrow

News

LS:N Global’s latest report Future Five 2025 explores the topics of tomorrow

Discover the most important topics of tomorrow, relevant for today.
Report : Foresight : Future Five
By Rotation opens new rental pop-up store for fifth anniversary

News

By Rotation opens new rental pop-up store for fifth anniversary

Peer-to-peer rental platform By Rotation is marking its fifth anniversary with an immersive, five-storey pop-up experience in London.
Retail : Sustainability : Fashion
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN