After transforming UPP’s approach to workplace safety, we were invited to develop the next chapter of its employee wellbeing programme. This time the focus moved beyond accidents and compliance to something much broader: helping more than 800 employees improve their physical, mental and workplace health through a year-long internal campaign.
The challenge wasn’t encouraging people to care about their wellbeing. It was helping them believe that meaningful change didn’t have to feel overwhelming.
The heartbeat
There’s a reason people put off getting healthier. It often feels like too much. Exercise more. Sleep better. Eat differently. Stress less.
When every message asks for a complete lifestyle change, it’s easy to do nothing at all. So we went in the opposite direction.
Rather than asking employees to transform their lives overnight, the campaign celebrated modest, achievable actions. Small steps. Small wins. Small changes that quietly build into healthier habits over time.
Working with illustrator Son of Alan, we created a playful series of surreal, retro-inspired “How To” guides that paired exaggerated scenarios with simple wellbeing advice. The contrast made each message memorable, while the familiar instructional style reassured employees that looking after themselves didn’t have to be complicated. The campaign remained optimistic throughout, replacing guilt and obligation with encouragement and humour.
The impact
Rolled out across UPP’s university campuses nationwide, the campaign helped embed wellbeing into everyday conversations rather than treating it as an annual initiative. It generated high levels of engagement across the business and reinforced UPP’s long-term commitment to creating healthier workplaces.
The results reflected that approach. 73% of employees agreed that UPP cares about their wellbeing, more than 600 colleagues completed basic mental health awareness training, and over 200 workplace improvement projects were delivered across the organisation. Most importantly, the campaign proved that positive behaviour change doesn’t always begin with a major intervention. Sometimes it starts with simply taking the first step.
