Bupa This Is Health.
This is health is Bupa's new brand platform that has been created to reposition Bupa as an accessible brand and drive reappraisal. It signals a new relevant and progressive Bupa. One that isn’t just there for serious and reactive health needs, but one that is grounded in the struggles of the everyday. More than any other proof point, it aims to land Bupa’s role as the supportive health expert.
Bupa wanted to build on the success of the #Powerfulrealstories campaign by creating at least two new stories and associated media assets to use across their Awareness line, to support Bupa's commercial targets and further cement Bupa’s fame for Mental Health. Our messaging had to hit two categories:
1) Making Bupa synonymous with Mental Health.
2) Shining a light on fast and easy access to health & wellbeing support. So, in our creative approach we had the opportunity to bring these two topics closer together.
A NEW RELEVANT & PROGRESSIVE BUPA
IT WAS BUPA'S
ONLINE CAMPAIGN, WITH THE HIGHEST
Our stories, Liam and Tina take place in the present day, after the difficult event for the characters, so they have a reflective tone. As a nod to #Powerfulrealstories we allowed truthful and natural performance to run mainly as a voiceover. The characters speak calmly but full of emotion, as if they’re talking to themselves around the house. However, this time our pace is fast, reflecting the reality of family and busy lives and our camera and cast was always moving. We used vignettes to tell each character's simple, singular story, ensuring the sentiment is uplifting and encouraging, whilst hinting at a recent struggle they’ve overcome thanks to Bupa.
TO WORK WITH SO MANY TALENTED WOMEN TO PRODUCE THIS POWERFUL
WORK BOTH HERE AT CONTENTED & AT BUPA.
Nicola Harris, Contented Executive Producer
Using the insights around creating powerful authentic conversations, our approach continued to reveal the unspoken truths of everyday life & health concerns, whilst showing how Bupa can help you take a positive next step. We knew that our stories needed to take place in the present day, after a difficult “event” had occurred, so that the stories revealed the struggles that our characters had been through whilst showing how they’ve overcome them thanks to Bupa. We used voiceover to capture the truthful and natural performances, whilst using various scenes and quick cuts to tell each singular story. The camera and cast was always moving whilst each shot was cleverly framed and composed to allow the camera work to reflect the authenticity of busy, modern lives. Alongside the two films, we also created radio adverts that used evocative sound design to help show the struggles vs. resolution of each story.