Bupa has launched a new campaign developed by marketing and advertising agency WCRS designed to highlight that Bupa – unlike other insurers – focuses solely on healthcare.
The insurer, with its ‘Our focus is on your health’ strapline, hopes to underscore that, as a company without shareholders, everything it does is in the best interests of its customers.
“As we have no shareholders, we’re able to reinvest our profits into better treatments and services, and you don’t even need to be a health insurance customer to access our expertise,” said Saj Arshad, marketing and strategy director, Bupa UK.
Featuring children painting a picture of their ideal healthcare company and their vision of healthcare, the campaign also aims to showcase the wide range of products and services – beyond core health insurance – that Bupa offers.
In addition, Bupa hopes the campaign will draw attention to services such as its 24/7 GP healthline, specialist cancer support teams, health coaching and hospitals.
“The children’s pictures illustrate Bupa’s extensive healthcare services which support customers throughout their lives, and not just when they need us to pay a bill”, said Arshad.
“Many people just don’t realise the range of services Bupa offers. What better way to tell that story than with 60 children, 40 pots of paint and 300 crayons,” said WCRS chief executive Matt Edwards.
The campaign is scheduled to run from September to November 2013 and will appear on TV, in newspapers and magazines, on billboards and online.