Bupa creates new campaign message ‘Life is a gift. Take care of it’

Healthcare group Bupa has launched a new campaign focusing on the fragility of life.

Created by AJF Partnership, the ad is an extension of the brands ‘Health & Care’ brand positioning. It uses the tagline: ‘Life’s a gift. Take care of it’.

Throughout the course of the year different executions will target a variety of audiences to promote Bupa’s health care services and programs.

Jane Power, Bupa Australia’s chief marketing and customer officer, said the new brand message aims to connect and inspire its customers.

“For us, care is not just about being nice. Actions speak louder than words. Care is really about putting our customers, residents and patients at the heart of everything. We want those who trust us with their health to feel empowered, valued and cared for.

The campaign was created in conjunction with Bupa’s media agency Mindshare.


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