Is it normal?’ – Bupa UK unveils new brand campaign focused on mental health

10 January 2020 . United Kingdom

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’.

Looking out window

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.


Notes to editor

1 Bupa UK recently enhanced its mental health cover for individuals to include cover for addictions as well as ongoing support for longer term conditions such as depression.

About Bupa’s mental health cover
Designed for individuals and families, key features of the policy include:

  • Extended cover with all* mental health conditions covered – Bupa covers all addictions, including drug, alcohol, and non-substance related addictions.
  • No time limits – mental health conditions are complex and can recur. Bupa customers will have access to medical treatment and support if their condition comes back
  • Ongoing support – those diagnosed with mental health conditions will be provided with help to manage their condition and prevent worsening symptoms. For example, if treatment involves ongoing, daily medication, they will have regular reviews to ensure they are on the most effective and appropriate treatment. If there is a clinical need, customers can have a follow-up appointment with a consultant psychiatrist

*The only exceptions are dementia and learning, behavioural and developmental conditions. Support is for all new customers and renewing customers where they have mental health cover, provided within members’ individual mental health benefit limits.

The Bupa Family Mental HealthLine is available to Bupa UK private medical insurance customers between 8am – 6pm, Monday to Friday, by calling: 0345 266 7938. It provides:

  • A team of trained advisors and mental health nurses to listen and provide advice, guidance and support
  • Signposting to online resources for additional support and guidance
  • Nurse-led case management to help parents with all aspects of their child’s mental health wellbeing, including planning and co-ordinating specialist care if needed

Bupa Direct Access is a self-referral service which gives health insurance customers access to mental health specialists, without needing a GP referral

About Bupa

Bupa's purpose is helping people live longer, healthier, happier lives. With no shareholders, our customers are our focus. We reinvest profits into providing more and better healthcare for the benefit of current and future customers.

Health insurance accounts for the major part of our business with 17.5m customers and contributes 73% of revenue. We operate clinics, dental centres and hospitals in some markets, with 15.8m customers. We care for around 22,000 residents in our aged care businesses in the UK, Australia, New Zealand and Spain.

We directly employ around 83,000 people, principally in the UK, Australia, Spain, Chile, Poland, New Zealand, Hong Kong, Turkey, Brazil, the US, Middle East and Ireland. We also have associate businesses in Saudi Arabia and India.

For more information, visit www.bupa.com.

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