The activity kicked off yesterday with a 30-second spot focusing on its "cancer survivorship" and elderly care programmes.
The campaign, created by WCRS, it will be supported by a digital, press and direct mail campaign that will run until 22 February.
Saj Arshad, marketing, sales and strategy director, Bupa UK, said: "Our new campaign highlights that Bupa has the healthcare expertise to go above and beyond just paying the bill.
"We have a range of healthcare services and can provide advice, guidance and emotional support to help people make more informed decisions.
"With people’s expectations of healthcare providers changing, it is essential that they understand the breadth of our offering.
"The services highlighted in these advertisements are just two examples of how we support our customers with their wider healthcare needs."