Defining a purpose for life

are purpose advisors

CUF

Defining a purpose for life

Organizational Purpose

Brand

M&A

At a symbolic moment celebrating its 80th anniversary, CUF wanted more than just an institutional milestone. The leading private healthcare provider in Portugal wanted to reconnect with its essence. The challenge? To define an organizational purpose that honors the past, reflects the present, and inspires the future, from the inside out.

DEFINING
THE CHALLENGE

Finding the reason behind every heartbeat

With over eight decades of service and a growing presence across Portugal, CUF had already articulated its vision, mission, and values. Yet something was missing - a core purpose capable of uniting every person, in every hospital, clinic, and role, around what the organization truly stands for.

Marking its 80th year, CUF saw a timely opportunity: to define a purpose that resonates across its diverse ecosystem, from longstanding professionals to new talent, across all regions and levels. A purpose rooted in the organization's origin and legacy, yet bold and meaningful enough to guide the next generations in delivering healthcare.

shaping a solution
together

Making meaning tangible

To ensure authenticity and impact, pur'ple engaged CUF in a wide-reaching, inclusive process that gave voice to every part of the organization. From hospital cleaning teams to the executive board, everyone had a seat at the table. Our approach focused on:

➔ Inclusion and representation, making sure the purpose reflected the true diversity of CU F's people and experience.

➔ Differentiation, ensuring the result was specific to CU F and couldn't belong to any other player in the healthcare sector.

➔ Clarity and inspiration, creating a purpose that is felt as much as it is understood.

The result was a powerful and distinctive organizational purpose, brought to life by a compelling narrative that captured CUF's unique identity. Along the way, the journey revealed deep insights into what truly moves its people - insights that now serve as a compass for culture, leadership, and communication.

Making meaning tangible

➔ Inclusion and representation, making sure the purpose reflected the true diversity of CU F's people and experience.

➔ Differentiation, ensuring the result was specific to CU F and couldn't belong to any other player in the healthcare sector.

➔ Clarity and inspiration, creating a purpose that is felt as much as it is understood.

reaching impactful
results

What purpose makes possible

Beyond the statement itself, the process became a moment of deep connection. People felt seen, heard and also proud. Some cried. Many shared stories. All contributed to something larger than themselves. This emotional engagement translated into organizational energy, and the purpose now resonates in everyday conversations - building identity, fueling motivation, and strengthening CUF's position both as an employer and a care provider.

In business terms, this means:

What purpose makes possible

In business terms, this means:

To mark this milestone in CUF's journey, we've created a video that brings the new purpose to life. More than just a phrase, it reflects a shared truth - one that now fuels care, dedication, and continuity across every touchpoint of the organization.

Today, CUF's purpose - for life, with humanity and excellence - lives in the hearts of its people and the rhythm of its operations. It doesn't just define who they are, it reminds them, every day, why they care. And that's the true power of purpose: not in what it says, but in what it makes possible.

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With this unique project, CUF won the APCE Grand Prix 2026 in the "Global Communication Strategy" category with the campaign for the launch of its Purpose.

With this unique project, CUF won the APCE Grand Prix 2026 in the "Global Communication Strategy" category with the campaign for the launch of its Purpose.