MullenLowe - Bupa - Is it Normal?

Bupa UK has unveiled its new brand campaign developed with MullenLowe, which focuses on mental health and challenges what’s considered to be ‘normal’ . The brand aims to normalise seeking support for mental health. “Is it normal?” encourages people to seek support for mental health by contending that there are more than seven billion versions of “normal” on Earth (one for every person).

The campaign launches with a 60-second hero film featuring people involved in everyday situations, such as boiling a kettle or lying in bed, and experiencing a range of emotions. Set against a piano soundtrack, a voiceover asks the viewer: “Is it normal to feel anxious, off colour or that you can’t get up for work…” and eventually concludes that there is no one type of normal.

It is the private healthcare brand’s first major ad campaign since 2017 and is the next chapter in Bupa’s “For living” brand activity, which focuses on helping people get the most out of everyday life.

As part of the campaign, Bupa is launching an online Mental Health Hub, which is available to everyone and provides guidance and practical tips to help people improve their mental health and support others. The Mental Health Hub will also direct people to other valuable resources developed by mental-health charities, including Mind and Samaritans.
The spot, directed by Simon Rattigan, will run on TV in 60-second and 30-second versions, as well as video-on-demand and cinema throughout January 2020. Wavemaker handles media planning and buying.

Project Tags


  • B

    Bupa UK