Healthcare provider Bupa is aiming to shine a spotlight on later life with the launch of a new campaign to support its ‘This is health’ brand platform.
Created by London agency MullenLowe, the campaign addresses numerous stereotypes around ageing in a bid to change outdated perceptions about life in a care home.
Spearheaded by a hero 30-second spot, assets will be rolled out across Sky, AdSmart and social media in order to cement Bupa’s positioning as a quality provider of later life care, and to showcase the service’s extensive care home proposition; which includes over 120 sites and 10 retirement communities.
The playful film depicts elderly people enjoying the full range of benefits that a Bupa-run care home can offer to enable them to make the most of later life – reminding them that age “[Is] just a number, you’re still you.”
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“This campaign aims to change perceptions of stereotypes about later life. At Bupa, we believe that it’s never too late to achieve your dreams, and our teams work hard to make our residents’ dreams come true,” Bupa UK director of marketing and customer experience, Rob Parsons said.
“I’m delighted that our new campaign showcases the true breadth of life in a care home, as well as the high quality, personalised care that we are proud to provide.”
Commissioned after Bupa research indicated that around 35% of the population expects to need social care as they grow older, the campaign illustrates the firm’s commitment to providing truly personalised, high-quality care accessible to all.
MullenLowe chief creative officer, Nicky Bullard added: “Our Invisible Powerhouse study shone a light on misrepresentation of people over the age of 50. This wonderful brief gave us the opportunity to represent our audience authentically, and with joy, positioning Bupa Care Homes as the brand that really gets what growing older feels and looks like.”
