This document outlines best practice strategies for encouraging healthy lifestyles. It discusses how Bupa can stand out as a leader in wellbeing advice by engaging real people in the development process. It describes a 300 member Bupa Think Tank Innovation Community involved in the project through exploration, co-creation, evaluation and shaping phases over 6 weeks. The document provides examples of customers' comments seeking fact-based health advice and achievable lifestyle changes, along with strategic recommendations for Bupa including thinking like software developers, creating a manifesto, and involving customers at every stage.