Bupa health insurance entered 2019 with big growth ambitions. Part of this plan was to appeal to one of its core audiences: families.

It was important to emphasise Bupa’s private healthcare credentials by promoting its range of healthcare benefits from fast access to treatment, 24/7 professional support and specialist care.

In a competitive market, how should we align Bupa with families and remind people that Bupa is the right insurer for your family’s health?

Provocative Thought

The reassurance of knowing that your family’s health will be properly taken care of is so important. Becoming a parent, you enter a world where everything is cranked up to 11. Everything’s funnier, louder, messier, more exhausting than ever before, and it’s seriously scarier when health issues arise.

When there’s a health issue, you just want the right support to be there to help you get back to being yourselves again. That’s where Bupa comes in.


Our social campaign ‘back to being you’ celebrates the playful, sometimes messy, sometimes sweet moments that we live for. We position Bupa as the health insurance partner that is there to get you back to being you, from belly laughs to bearhugs, and everything in between.

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