Bupa launches new brand platform via Thinkerbell

Healthcare provider and insurer Bupa has launched a new brand platform, uniting its various offerings, via Thinkerbell.

The platform, ‘Healthcaring’, aims to showcase its portfolio of health insurance, optical, dental and aged care, and bring them all together under one suite.

The brand has introduced new brand assets to create distinctiveness in market, and consistency across the portfolio.

Thinkerbell’s national chief creative, Jim Ingram, said: “No bit of your body works in isolation, it’s all interconnected, and it just makes sense that your healthcare should work in the same way.

“‘Healthcaring’ gives Bupa a unique position in the healthcare category, and Bupa members the confidence they need to take on life.”

The campaign aims to demonstrate Bupa’s unique positioning, where it cares for consumers’ overall health with a diverse range of health services.

Hero OOH execution, an example of the brand’s new consistent assets

Head of brand at Bupa, Alexandra Silk, said ‘Healthcaring’ unifies the brand’s narrative.

“It’s helping to align our business around a shared ambition, the idea of more proactive, human and connected care to make it easier for our members to look after their health,” she said.

Thinkerbell was recently appointed by vacuum and cleaning brand Godfreys, and launched its first work last month.

The agency also recently created a unique experiential campaign for Lifeline Australia, where consumers could dial in, donate money and listen to an exclusive song from Aussie artist Ruel.

The ‘Healthcaring’ campaign is rolling out across BVOD, digital, OOH, radio and social.


Client: Bupa
Agency: Thinkerbell
Media: Atomic 212
Production house: The Producers
Post and online – FIN
Sonic logo: Resonance
Sound: Bang Bang
Stills: Photoplay 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.