Introducing our ‘Is it normal?’ campaign

13 January 2020

Bupa UK has launched a new brand campaign focusing on mental health. We want to tackle the unnecessary stigma that still exists around this issue, while underlying the support and guidance that Bupa provides. Taking mental health as seriously as physical health is central to delivering our purpose of helping people live longer, healthier, happier lives.

Why are we focusing on mental health?

Each and every one of us has mental health and it’s important that we think about it in the same way as we think about our physical health - the mind and the body aren’t separate, so what affects one, will affect the other.

Thankfully this is now being recognised more than ever. At Bupa, we’re committed to leading the way – by treating mental and physical health with the same level of importance and focus, and through the launch of our new campaign, we will help to shift thinking further around mental health and encourage open conversations.

Is it normal? campaign

Our new 'Is it normal? campaign is now live. The campaign contains a number of different elements that is being spearheaded by our new TV advert. We wanted you to be amongst the first to watch the ad here.

Click to watch

Our new ad shows that with seven billion unique people on our planet, there’s no such thing as ‘normal’. As a leading healthcare provider for over 70 years, we’ve supported people through life experiences as varied as people themselves and we want to normalise getting help for mental health challenges. So, whatever’s on your mind, it’s normal to us and we’re here to help.

You can expect to see Bupa continuously throughout the year in some form, whether it be on TV, in print media or on social media.

Download Frequently Asked Questions

Useful links for your clients

Our campaign goes beyond a TV advert, and one of the things that really stands out is that we are not just looking to support our own customers. Alongside the advert we are making available some fantastic resources on our new mental health hub, which gives practical advice, support and guidance to customers, and non-customers when they need it. The hub contains lots of information including videos that communicate the benefits of our value proposition.

Visit the Mental health hub


Bupa health insurance is provided by Bupa Insurance Limited. Registered in England and Wales No.3956433. Bupa Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Arranged and administered by Bupa Insurance Services Limited, which is authorised and regulated by the Financial Conduct Authority. Registered in England and Wales No. 3829851. Registered office: 1 Angel Court, London EC2R 7HJ.