Bupa’s new direction celebrates miraculous life

Rosie Baker
By Rosie Baker | 16 January 2018

Bupa is celebrating miraculous life in its latest ad for healthcare insurance, which introduces a new direction for the brand.

The ad campaign, created by AJF partnership, launched this month and aims to show how important it is to care for yourself and your family.

With the strapline 'Life is a Gift. Take care of it', the healthcare brand is aiming to highlight its ‘health and care’ packages.

It’s the first major work from the brand since it appointed AJF and Mindshare to handle its account at the end of 2016.

The same core message will also be used as a storytelling vehicle across marketing for Bupa's other services. Bupa also offers dental, optical, audiology, medical visa services, disability therapy and aged care.

Bupa Australia chief marketing and customer officer, Jane Power, says: “For us, care is not just about being nice. Actions speak louder than words.

"Care is really about putting our customers, residents and patients at the heart of everything. We want those who trust us with their health to feel empowered, valued and cared for.

“We want this new messaging to connect with and inspire our customers and our own people.”

Also today, rival Bupa brand, HCF, revealed its new ad. Check it out here.

 

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au

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