Health or Hype

Bupa

With endless health tips, tricks and hacks available online, it can be hard for busy people to understand what actually works. Bupa wanted to help cut through, separating credible advice from online hype.

We created Health or Hype, an experiment-led video podcast presented by Joe Wicks and featuring world-leading experts from nutritionists to neuroscientists. Over five episodes, Joe tested health trends ranging from forest bathing to fibremaxxing, leaving audiences with simple, evidence-backed advice to help them take day-to-day control of their health.

Launched across every major podcast platform and YouTube, within one week the series delivered more than 12M impressions, 4M video views and went to number one in the Apple Podcast chart; supported by a major integrated campaign across creator, social and paid media.