The ‘Is it normal?’ campaign is Bupa’s first major advertising campaign since 2017, and ultimately seeks to tackle the unnecessary stigma around mental health, while underlining the mental health support that Bupa provides. It is the next chapter of the ‘For Living’ brand activity, which focuses on helping people get the most out of everyday life.
Running across Digital Out-of-Home, TV, VOD and Cinema, the campaign was planned by Wavemaker with Digital Out-of-Home booked through Kinetic. High-profile Out-of-Home locations include The Trafford Arch in Manchester, The Edinburgh Towers and Motion@Euston in London.
As part of the campaign, Bupa is also launching a new online Mental Health Hub, which is accessible to everyone. It aims to be a go-to source of information, guidance and practical tips to help people improve their mental health and support others. It will also signpost visitors to other valuable resources developed by mental health charities, including including Mind and Samaritans.
In this campaign, we want to illustrate the many states of mental health, as well as the diverse range of people it affects. We know raising awareness is vital and we also want to encourage people to take the appropriate action to get the support they need, whatever’s on their mind. One of the biggest issues in mental health is people not getting help early enough, and we’re continually looking at ways we can advance our support. That’s for our customers, our own people and the wider community – which is why our new mental health hub is accessible to everyone.Alex Perry, CEO, Bupa UK Insurance