Bupa Health Insurance has launched the first major work under its Healthcaring master brand platform, introduced in October last year.
Both the platform and latest campaign for the private health fund, Good Health is Contagious, were developed by Adam Ferrier‘s independent creative agency, Thinkerbell.
The Good Health is Contagious campaign centres on the ripple effect of small actions towards self-improvement, which can spread to positively influence others.
It aims to set Bupa apart in the crowded health insurance market by elevating it from health insurer to health care partner.
The work follows the annual Bupa Pulse Check survey, which revealed Australians are increasingly focussed on their health and wellbeing.
Jim Ingram, group chief creative tinker and founder of Thinkerbell, said the idea was to make Bupa a catalyst for “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,” said Ingram.
Naomi Driver, Bupa Health Insurance’s general manager of marketing, added that the campaign reflects how everyday Australians are approaching their health, focussing on how small actions can catch on.
“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,” said Driver.
“We love the potential this idea has for helping good health catch on across the broader community.”
Good Health is Contagious is now live nationwide across digital, social, TV, radio, and out-of-home.
In February, Thinkerbell forayed into the product development space with its cool water brand, Water Can. Executive creative director Tom Wenborn told Mediaweek the public can look forward to its future at “more youthful events and on-shelf.”
See also: How Thinkerbell is building a new mindset with its latest campaign
Credits:
Client: Bupa
Agency: Thinkerbell
Media: Atomic 212
Production house: Good Oil
Post and online: Puffin
Sound: Rumble
Stills: Jamie MacFadyen