Bupa UK has today unveiled its new brand campaign which focuses on mental health and challenges what’s considered to be ‘normal’. The brand aims to normalise seeking support for mental health by offering reassurance that with over seven billion versions of normal on this planet, there is no one type of ‘normal’.
The ‘Is it normal?’ campaign is Bupa’s first major advertising campaign since 2017, and ultimately seeks to tackle the unnecessary stigma around mental health, while underlining the mental health support that Bupa provides. It is the next chapter of the ‘For Living’ brand activity, which focuses on helping people get the most out of everyday life.
Bupa recognises that mental health is just as important as physical health. And, with one in four people experiencing poor mental health each year, Bupa is commited to providing extensive mental health and wellbeing support to its customers, its own people and the wider community – and is focusing whole areas of the business and ancillary services in this direction.
As part of the campaign, Bupa is also launching a new online Mental Health Hub, which is accessible to everyone. It aims to be a go-to source of information, guidance and practical tips to help people improve their mental health and support others. It will also signpost visitors to other valuable resources developed by mental health charities, including Mind and Samaritans.
Alex Perry, CEO, Bupa UK Insurance commented: “In this campaign, we want to illustrate the many states 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 and we also want to encourage people to take the appropriate action to get the support they need, whatever’s on their mind.”
In a film focusing on a range of everyday situations – from a man boiling a kettle looking detached to an anxious woman at a party hiding behind a mask – the advert explores how there are times when we all may not feel ‘normal’, but then what is ‘normal’? The viewer is asked ‘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. As a leading healthcare provider, for over 70 years, Bupa has helped and supported people through life experiences as varied as people themselves. The film concludes that with seven billion versions of normal on this planet, there really is no one type of normal – offering the reassurance that whatever is on your mind, it’s normal to Bupa.
Alex Perry continued: “Through our work, we want to not just talk openly about mental health, we also want to help people get the support they need, when they need it. One of the biggest issues in mental health is people not getting help early enough, and we’re continually looking at ways we can advance our support. That’s for our customers, our own people and the wider community – which is why our new mental health hub is accessible to everyone.”
The campaign follows recent developments in Bupa UK’s mental health services, including cover for more conditions, ongoing support for longer term conditions and further support to families who are worried about their child’s mental wellbeing through the Family Mental HealthLine. Fast access to support is also available through Bupa’s Mental Health Direct Access service, which allows insurance customers to speak to a specialist without needing a GP referral. And for those wanting to speak with a GP, Bupa offers access to video GP appointments usually within two hours through its new Digital GP app in partnership with Babylon. Further mental health enhancements and partnerships are planned for the year ahead.
The TV advert (60’’ and 30’’) created by Mullenlowe London and directed by Simon Rattigan will play out across TV, VOD and cinema from today throughout January. Wavemaker were responsible for the media strategy and buying on the campaign. Supporting PR and influencer outreach from Third City will follow.