Bupa: From Exclusive to Normal

BUPA, a health insurance company, launched a campaign in the UK to improve brand perception, demonstrate the benefit of insurance and increase relevance.

Campaign details

Brand: BupaAgency: MullenLowe Group

Summary

Mental health doesn't discriminate on age, wealth, race or gender - in 2019 it was the most unifying healthcare challenge we faced. And simultaneously the most isolating.

In 2019, the general public had the perception that Bupa had high quality yet unattainable services reserved for big healthcare moments. The brand seemed like an unlikely ally to the mental health conversation, but the combination of Bupa's expertise, their unique mental health support and our strategic discovery of a universal human truth about our relationship with mental health gave them licence to...

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