WCRS creates multimedia Bupa campaign

WCRS has unveiled a £3 million multimedia campaign for Bupa, which aims to improve consumers' understanding of the private health brand and its offering.

The campaign, which launches on 8 July, continues Bupa's practice of using its staff to front its commercials, in a bid to highlight the personal expertise and dedication of those working within the organisation. Focusing on specific health issues, the campaign will run across TV, press, radio and online.

One television spot, "heart care", features a real Bupa Wellness centre manager, Liz Adair. The ad explains that while heart disease may be the UK's biggest killer, early diagnosis and treatment can help stop it progressing. Adair ends the spot saying: "At Bupa, we take wellness as seriously as illness."

Another ad, "back care", is illustrated with a montage of images showing how back problems affect more than 16 million British people a year. However, it tells viewers a team of Bupa back specialists provide personal assessments, treatment and care.

The television work will be supported by six press executions and three radio spots.

Media planning and buying for the campaign is through MediaVest.

Directed by Anthony Easton through Spectre, the campaign was written by Gary Knight and art directed by Tim Robertson.

Graham Hitchmough, an account director at WCRS, said: "By focusing on significant health issues such as heart and back care we hope to impress upon people the full scope and variety of Bupa's services, beyond simply private medical insurance."

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