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Bupa works to normalise mental health challenging what is 'normal'


By Imogen Watson, Senior reporter

January 10, 2020 | 3 min read

Bupa asks 'what is normal?' in a poignant mental health campaign as it endeavours to normalise the issue and encourage more to seek help.

BUPA health

The healthcare company's first major ad campaign since 2017 looks to inspire 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 everyone and anyone.

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.

Discussing the campaign, Angelique Waker, brand and marketing effectiveness director at Bupa UK said: “In this campaign, we want to illustrate the many shapes and forms of mental health, as well as the diverse range of people it affects.

"Many people will find their mental health challenged at some point in their lives and the new TV advert shows how this can feel. We know raising awareness is vital but we also want to encourage people to take the appropriate action to get the support they need, whatever’s on their mind.”

Bupa: Is it Normal? by MullenLowe London

By Bupa

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