Bupa And Publicis Launch New Burst Of Bupa’s Health & Caring Campaign

Bupa And Publicis Launch New Burst Of Bupa’s Health & Caring Campaign

Health and care company Bupa is launching a new campaign promoting its range of health and care services through Publicis Melbourne. The new work features two new content pieces supported by national TV commercials, as well as social and other digital media.

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Bupa’s latest campaign is designed to continue the repositioning of Bupa as a diverse health and care services provider, not just an insurer, with authentic stories of Bupa services and innovations that might come as a surprise to many Australians.

In the new series created by Publicis and Exit Films, one major piece of content focuses on the personal story of a first time mother and Bupa member who suffered from post-natal depression. 

She engaged with Bupa who assisted her with a program to recovery supported by research and experiences within the Bupa organisation as well as through its partner the Parent and Infant Research Institute.

The other story features a man who suffered a series of strokes, the first at just 37 years of age, so severe he was unable to recognise his family or even his last name.

With his recovery assisted by Bupa he became an ambassador for StrokeSafe and active contributor to EnableMe, an online service developed by The Bupa Health Foundation and the Stroke Foundation.

Both stories appear on Bupa’s Blue Room platform and will later be supported by new content pieces produced by Publicis and Exit that will go into production to appear later this year.

Georgina Pownall, general manager of Publicis Mojo Melbourne, said Bupa and the agency totally embraced the power of storytelling using longer form content over extended periods of time to reach people.

“We are able to communicate in a much more detailed and relevant way with the Health and Caring platform and we are hugely enthusiastic about its success in the medium and long term,” said Pownall.

Jane Power, Bupa brand director said, “Many Australians are still not aware of the experience Bupa has in health service provision, so it is important to continue re-shaping the way that people see us.

“It’s also an absolute privilege to share the stories of brave people who have been helped by Bupa and in turn speak up and help to raise awareness for important health topics like post-natal depression and stroke.”


Client (Bupa)

John Moore, Marketing Director

Jane Power, Director, Brand and Health & Care Marketing

Lachlan Hayman, Brand & Communications Planning Manager, Brand Marketing

Miranda Bozic, Health and Care Marketing Manager

Susan Martin, Communications Consultant, Health & Care Content Marketing

Clare Cooney, Brand Communications Coordinator, Brand Marketing

Publicis Melbourne

Georgina Pownall, General Manager

Simone Waugh, Planning Director

Ryan Petie, Creative Director

Adam Ferrie, Senior Creative

Peter Cvetkovski, Senior Creative

Nick Bollard, Account Director

Vicki Lee, National Head of Television


Production Company – Exit Films

Producer: Fiona Pakes

Director: Tom Campbell

Long Form Content Director: Brett Ludeman

Post Production: The Butchery

Grade and Online: Studio Pancho

Music and Post Sound: Electric Dreams