Bupa wanted to achieve better market cut-through with a campaign focused on driving significant audience awareness among two key groups: 25-44-year-old singles and families. The goals were to signpost the mental health support available through Bupa, develop a strategic content and creative framework for Bupa’s UK awareness plan, drive awareness to make Bupa synonymous with mental health, create fame and purpose for Bupa around the topic, and define Bupa’s customer value proposition.
We launched the #PowerfulRealStories digital media campaign to support women’s mental health, encouraging people to share their real stories and unfiltered lives.
The aim was to combat comparison culture and highlight the rise of poor mental health. The campaign featured two 30-second hero films, filmed as single-take executions with VFX, telling the stories of two personas based on real-life insights from research, and highlighting the Bupa support available. Additionally, we created an AR Instagram filter to engage users interactively and collaborated with micro-influencers to share their experiences with unrealistic expectations on their platforms.
This comprehensive approach ensured maximum reach and engagement, reinforcing Bupa’s association with mental health support.
Building on the success of #PowerfulRealStories, Bupa commissioned a further videos for their Q4 campaign consisting of video & radio assets.
