Bupa has won a major award from the Plain English Campaign. The annual awards, include only one for what it considers to be the clearest website of the year.
Judges look for a site that:
- Is written in plain English
- Is attractive, but not at the expense of clarity
- Makes it easy for the reader to find their way around
- Makes it easy for the reader to get the information they are looking for.
The contest is open to any website except those that Plain English Campaign's editing staff have worked on, or those with the organisation’s Internet Crystal Mark.
The judges say: "The areas of health and finance are critical to our well-being. When these two worlds combine, as in private health insurance, it can be a challenge to make sure information is clearly understood. When we are at our most vulnerable, clarity can be the difference between life and death. The Bupa website is well laid out, with good navigation options to help the user find the information that they need. The design is uncluttered, with good use of white space. Language is jargon free, and in plain English. Good use is made of lists, which make the information shown easy to follow. The site contains several explanations of a number of healthcare issues, written in a manner that is easy to understand and follow."
Chrissie Maher of Plain English Campaign says, "Getting older might make you wiser, but it does not make it any easier to understand a pile of jargon and gobbledygook. When I am not firing on all cylinders, the last thing I need is more stress when I need help. The Bupa website comes very close to ticking all the boxes for our own Internet Crystal Mark and the judging panel were comfortable with using it.”