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I didn't know Bupa did that...
23 April 2003
Light hearted and comical are attributes rarely associated with health care in the UK…. however this is precisely what Bupa has done in its new print ad campaign which launches in May. In a radical departure from its traditionally held image, Bupa's series of 12 new press ads are likely to raise a few eyebrows as well as cause a few smiles.
Each entertaining scene focuses on Bupa's accessibility and shows another side to the UK's leading health and care organisation. Filled with personality and while lighthearted, the ads deliver the message that Bupa can take care of you and has something to offer most people at some point in their lives.
"…Well you said it was for everyone," says a dog as he sits across a desk opposite a nonplussed doctor. The caption beneath in doodling handwriting goes on to explain "The good news is Bupa services are not just for members, the bad news is pets have to stick with the vets". Simple and amusing, yet effective.
The cartoons, through gentle jest, show how Bupa can help you to take care of yourself encouraging readers to reappraise the significance of Bupa to them and how they could benefit from its services.
Designed, to increase the "touchability" of independent healthcare and the relevance of its breadth of services, the ads aim to dispel myths and prove that Bupa offers a lot more than just private medical insurance. As well as personal and corporate insurance, its services include everything from day nurseries to care homes, Wellness health assessments to hospitals, helplines staffed by nurses to online health information.
Eileen Folan, brand & planning director for Bupa said: "Everyone has heard of us, but few really know us. We needed to inform people of our accessibility and the breadth of our services, but we wanted to also do that in a universally entertaining format - cartoons. The ads are warm and friendly but don't have the usual clichés associated with medical and health imagery. We wanted to steer away from what people usually expect from us and surprise them a little."
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