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Bupa: Is it Normal? by MullenLowe London

Client: Bupa
Date: Jan 2020
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Bupa asks 'what is normal?' in poignant mental health campaign, as it endeavours to normalise the issue and to encourage more to seek help.

Marking Bupa first major ad campaign since 2017, to encourage more people to speak up if they're suffering, the spot offers reassurance that with seven billion people on this planet - there is not one definite type of 'normal.'

Created by Mullenlowe London, the spot flicks through various everyday situations – from a man boiling a kettle looking detached to an anxious woman at a party hiding behind a mask.

The voiceover asks "Is it normal to feel anxious, off colour or that you can’t get up for work...?" touching on a range of emotions many people feel everyday - but assume they battle alone.

Bupa stresses that it’s a fact of life that most people will find their mental health challenged at some point - and concludes the spot offering reassurance that whatever is on your mind, it's normal to Bupa.

As part of the campaign, Bupa has developed an online Mental Health Hub, which is accessible to anyone and everyone.

A go-to source of information, guidance and practical tips to help people improve their mental health, it will also signpost visitors to other valuable resources developed by mental health charities, including Mind and Samaritans.