The first major work building into the Bupa master brand’s ‘Healthcaring’ platform.
The annual Bupa Pulse Check survey revealed Australians are increasingly focusing on their health and wellbeing.
This insight underpins Bupa Health Insurance’s new campaign, ‘Good health is contagious.’ It’s the first major work building into the Bupa master brand’s ‘Healthcaring’ platform, also created with Thinkerbell.
The campaign is built from a human truth - when one person makes a healthy choice, it catches on around them. With more than 4.3 million customers Bupa is in a unique position to help good health catch on right across Australia by making it easier for their members to make healthy choices with the value that’s offered by their health insurance.
‘Good health is contagious’ elevates Bupa’s role from health insurer to a health care partner, differentiating it in the cluttered health insurance market.
Thinkerbell founder and group chief creative tinker Jim Ingram said with this idea, Bupa will be a spark for all kinds of contagious health.
"From dental check-ups, to mindfulness, to…well lycra, all helping people remember that we can catch good stuff from each other too," he said.
Bupa Health Insurance GM of marketing Naomi Driver said this campaign reflects how everyday Australians are approaching their health.
"It focuses on how small actions can catch on to improve overall wellbeing. As a healthcare partner to millions of Australians we want to help people feel confident they can live healthier, whatever good health looks like to them," she said.
"We love the potential this idea has for helping good health catch on across the broader community.”
The work launched nationally across digital, social, TV, radio, and OOH over the weekend. Bupa and Thinkerbell acknowledge lands of the Woiworung and Boonwurung where this work was created.
Credits:
Client: Bupa
Agency: Thinkerbell
Media: Atomic 212
Production House: Good Oil
Post and online – Puffin
Sound: Rumble
Stills: Jamie MacFadyen
