Healthcare provider Bupa has launched a new messaging direction “Life is a gift. Take care of it” highlighting the care in their ‘Heath & Care’ proposition.
Bupa’s A&NZ business will introduce an exciting new communications direction with one core message that will be used to tell stories across all parts of their business. This will create greater awareness of the role Bupa plays as Australia’s largest private health insurer, private dental and aged care provider. And for Bupa’s Health Services; optical, audiology, medical visa services and disability therapy.
The campaign will start/be launched/kick off in January. It was developed with AJF Partnership and Mindshare, Bupa’s lead agency team.
The storyline will gradually unfold over the course of this year as Bupa engages with different audiences for various health services and health programs they provide.
Bupa Australia chief marketing and customer officer, Jane Power, says the new direction “Life is a gift. Take care of it” aims to emphasise and communicate what good care looks like.
“For us, care is not just about being nice. Actions speak louder than words,” Power said.
“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.”
The communications direction was tested with customers, prospects and employees.
“Our breadth of services enables us to stand apart from the pack as a ‘Health and Care’ company. We are involved in delivering care every day (in clinics, in stores and in care homes), not just in paying bills. Providing good care is at the heart of the way we operate,” Power said.
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