The Listening Revolution

Bupa and earthrise set out to make the link between the health of the planet and the health of a person feel personal rather than abstract. Planet Health Stories needed to reach an audience that has already heard every version of the environmental message and stopped listening to most of them.

The film follows musician and naturalist Louis VI through London, listening. Not to a soundtrack, but to what is actually there. Traffic, sirens, birdsong competing to be heard above both.

The argument is made through the ear rather than the lecture. If you actually stop and listen to the city, it tells you something about your own nervous system that no statistic can. Sound became the subject, the structure, and the emotional engine of the piece.

A 2 minute 41 second documentary film, shot across London and in green space at the city's edge. Wuji led cinematography alongside Sam Kinsella, with Louis VI directing and appearing.

The visual language had to earn the film's central claim. Close, patient framing on the act of listening itself. Movement that slows as the film progresses. Compositions that put a single person inside a city that never stops making noise, and then let the noise fall away.

Saves and reposts are the metrics that matter most on brand work, and both are unusually strong here. 175 saves and 135 reposts against 997 likes means a significant share of the people who engaged did not simply react and scroll. Reposting is an act of endorsement, and at 13.5% of likes this film was something people wanted to be seen recommending.

It reached the audience a health and environment campaign actually needs to move: 80.1% of viewers were working adults between 25 and 54. And it behaved like a film rather than a post, climbing steadily across 17 days and still rising at the point of measure.

Noted honestly. Average watch time was 10 seconds against a 2 minute 41 second runtime. On a platform built for 15 second content a long documentary piece will always show a steep retention curve, and the lesson carried forward is that a long film needs a distribution plan built around cutdowns and entry points. Distribution was carried by warm audiences rather than algorithmic reach, which for a brand campaign is often the more valuable outcome, and it names the clear next lever: this piece performed on trust, and had room to perform on reach.