Healthcare firm Bupa has today (11 October) launched ‘This is health’, a bold new campaign designed to ‘redefine the meaning of health and wellness’.
Created by IPG’s MullenLowe Group, the campaign will be spearheaded by a powerful 60-second TV spot featuring a series of human stories highlighting the importance of good health.
Supported by a range of out-of-home, radio and social media activity, MullenLowe’s new creative will aim to cement Bupa’s place as a leading healthcare provider that consistently adapts to the diverse and ever-changing needs of its extensive customer base.
As part of the campaign, Bupa is also announcing the launch of a new masterbrand platform, encopassing its entire offering across dental, care services, insurance, PAYG health services and B2B.
“Health isn’t ‘one size fits all’, it looks completely different to each person depending on their individual needs and circumstances,” Bupa director of brand marketing, Angelique Waker said.
To receive more marketing news just like this subscribe to our FREE daily newsletter
“Our new campaign reflects on how Bupa can be there for you in the age we live in today, bringing to life the tailored support we are proud to provide to our customers across a range of different needs.
She continued: “Be it tackling big concerns or sorting out those smaller ‘everyday’ niggles, our goal is to ensure that everyone gets the expert help they need for their holistic wellbeing, so they can enjoy their life in good health – whatever that looks like.”
MullenLowe creative director, Tom Hudson added: “At MullenLowe, we place forward progress at the heart of our creative work. This campaign allowed us to reframe the traditional perceptions of what healthcare looks like.
“It’s not just there for when something goes wrong, it’s there for all the things we live with. And it’s not just there for your parents in their retirement years, it’s there for all of us who understand that our health is happening right now.”
