BP, one of the world’s largest energy companies, wanted to breathe new life into their employee wellness program. Instead of the usual “don’t do this, don’t do that” messaging, we flipped the script with one simple, powerful word: “DO” This bold new approach put action and positivity at the heart of the campaign, making wellness about possibilities rather than restrictions. “DO” became the rallying cry, driving everything from the visuals to the messaging. The result was a wellness program that covered mental, physical, and financial well-being in a way that inspired action and reinforced BP’s commitment to employees.