Bupa Health Insurance shows Aussies that ‘Good Health is Contagious’ in new work via Thinkerbell
The annual Bupa Pulse Check survey revealed Australians are increasingly focusing on their health and wellbeing. As one of Australia’s largest healthcare companies, Bupa is playing a key role in helping Australians live healthier every day, and adapting to their changing health and wellbeing needs.
This insight underpins Bupa Health Insurance’s new campaign, ‘Good health is contagious’. It’s the first major work building into the Bupa master brand’s ‘Healthcaring’ platform, also created with Thinkerbell.
The campaign is built from a human truth – when one person makes a healthy choice, it catches on around them. With more than 4.3 million customers Bupa is in a unique position to help good health catch on right across Australia by making it easier for their members to make healthy choices with the value that’s offered by their health insurance.
‘Good health is contagious’ elevates Bupa’s role from health insurer to a health care partner, differentiating it in the cluttered health insurance market.
Says Jim Ingram, group chief creative tinker and founder of Thinkerbell: “With this idea, Bupa will be a spark for all kinds of contagious health – from dental check-ups, to mindfulness, to…well lycra, all helping people remember that we can catch good stuff from each other too.”
Says Naomi Driver, GM of marketing, Bupa Health Insurance: “This campaign reflects how everyday Australians are approaching their health. It focuses on how small actions can catch on to improve overall wellbeing.
“As a healthcare partner to millions of Australians we want to help people feel confident they can live healthier, whatever good health looks like to them. We love the potential this idea has for helping good health catch on across the broader community.”
The work launched nationally across digital, social, TV, radio, and OOH over the weekend. Bupa and Thinkerbell acknowledge lands of the Woiworung and Boonwurung where this work was created.
Client: Bupa
Agency: Thinkerbell
Media: Atomic 212
Production Company: Good Oil
Director: Curtis Hill
Post and online – Puffin
Sound: Rumble
Stills: Jamie MacFadyen
21 Comments
Compared to their competitors this is pleasant
Checks out. This explains things JI
Visuals are nice. Could have done with a simpler (or no) VO but definitely a stand out in the category
is this even English?
Perhaps “good health catches on” – I reckon the headline would have originally been “good health is contagious” but the client would have freaked out.
A simple proposition with very clear and ownable action points.
I hope Medibank is paying attention.
Fun work with a nice insight. Nice one Thinkerbell and Bupa
Feels nice and simple, which for the category is different.
https://www.youtube.com/watch?v=5JrtpCM4yMM
What’s with art direction, font and typography (and lack of punctuation) on that print?
Looks like it was designed in Powerpoint. By an intern. With English as a second language.
Correct headline: ‘Feel good health catches on with Bupa’
You have to do the work that pays the salaries of the people that do the other sort of work. Fair play.
Think you mean ‘feel-good’ as an adjective, but that also isn’t what they’re going for. Their line is lumping ‘good health’ together, so they’re asking you to ‘feel’ the ‘good health’ catch on. Which is a horrible, horrible line that hurts the brain, especially with where the line breaks are.
“@I battled with that headline a bit” had a better version of it.
I actually heard this on the radio and thought “wow, what a lovely thought” and seeing it here makes it even nicer.
The world could do with more contagious positivity… Well done.
If you want ‘contagious positivity’ try another blog.
Solid stuff Thinkerbell.
Wallpaper.
But this is average at best.
what . the . actual.
What the actual is going on with these stills. Is it a stock images. What the heck is with the copy? Did a baby write it. I mean, come on TB , start putting some effort into your print.
Yawn
Like the work. But could push it further with contagious as the idea