Bupa showcases diversity of health services in personalised storytelling campaign

Bupa has released the first videos from a new campaign that features real customers with different health issues and needs to underline the various ways Bupa can assist its customers.

Developed by Publicis Melbourne and Exit Films, the long-form content pieces are part of an ongoing series of videos that follow the personal health journeys of Bupa members. The first two feature a first-time mother who suffers from post-natal depression and a stroke survivor as he works towards recovery.

The videos are supported by national TV commercials, social and other digital media.

Georgina Pownall, general manager of Publicis Mojo Melbourne, said that the agency had used the power of storytelling over extended periods of time to effectively reach out to audiences.

Jane Power, Bupa brand director, said: “Many Australians are still not aware of the experience Bupa has in health service provision, so it is important to continue re-shaping the way that people see us.”

The stories can be viewed on Bupa’s blue room, its online platform that provides content marketing, branded content and storytelling for audiences.



  •  John Moore, Marketing Director
  • Jane Power, Director, Brand and Health & Care Marketing
  • Lachlan Hayman, Brand & Communications Planning Manager, Brand Marketing
  • Miranda Bozic, Health and Care Marketing Manager
  • Susan Martin, Communications Consultant, Health & Care Content Marketing
  • Clare Cooney, Brand Communications Coordinator, Brand Marketing
    Publicis Melbourne
  • Georgina Pownall, General Manager
  • Simone Waugh, Planning Director
  • Ryan Petie, Creative Director
  • Adam Ferrie, Senior Creative
  • Peter Cvetkovski, Senior Creative
  • Nick Bollard, Account Director
  • Vicki Lee, National Head of Television
  • Production Company – Exit Films
  • Producer: Fiona Pakes
  • Director: Tom Campbell
  • Long Form Content Director: Brett Ludeman
  • Post Production: The Butchery
  • Grade and Online: Studio Pancho
  • Music and Post Sound: Electric Dreams

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