By John Glenday | Reporter

October 11, 2022 | 3 min read

Private healthcare provider Bupa is emphasizing individuality in a brand campaign exploring how the concept of health and wellness can take on different meanings for everyone.

Over an uplifting 60 seconds, Bupa’s ‘This is Health’ by MullenLowe Group showcases the human experiences that determine our health through a personable look at the specific needs of individuals over broader health concerns.

Drilling down to the nitty gritty of specific needs, the campaign spotlights the diversity of care requirements from mental health to menopause, with an emphasis on the niggling afflictions that don’t bask in the limelight but can impact our quality of life.

Angelique Waker, director of brand marketing at Bupa, said: “Health isn’t ‘one size fits all.’ It looks completely different to each person depending on their individual needs and circumstances. 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.”

To make good on this approach, Bupa has created a new master brand platform incorporating dental, care services, insurance, PAYG health services and B2B under one banner, consolidating its many arms within a unified structure.

Tom Hudson, creative director at MullenLowe, 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.”

The repositioning comes amid research suggesting that 73% of adults agree with the proposition that media and social media present an overtly simplistic view of health, with an overemphasis on physical attributes. A further 68% concur that there is no such thing as the ‘perfect’ body.


Agency: MullenLowe

Chief creative officer: Nicky Bullard

Creative director: Tom Hudson

Creatives: Nina Griffiths and Charlotte Robins

Business director: Rebecca Harrison

Account director: Joe West

Strategy director: Charlotte Mulley

Strategist: Sandy Doran

Producers: Trudy Waldron, Nicholas Kurs and Hettie Rifkin

Production company: Bold

Director: Kate McMullen

Producer: Rob Godbold

Photographer: Jon Attenborough

Editing house: Stitch

Online: BlackKite

Sound design: 750mph

Marketing Creative Works Healthcare

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