Bupa launches new Members First campaign inspired by nature

Bupa has launched a new nature-inspired ad campaign, using a colony of penguins to illustrate the powerful benefits members recieve through the Members First network.

The campaign highlights how penguins survive in one of the harshest environments on earth by working as a collective to help care for and support each other.

Just as nature knows it’s best to be part of a group whose purpose is to help keep you safe and well, Bupa’s Member’s First network of more than 10,000 registered healthcare providers helps their members to live longer, healthier and happier lives.

Quality healthcare can be expensive which is why Bupa pays more back to it's members when they visit a Members First provider. This means that in most instances, members will receive higher benefits and have the certainty of knowing how much they’ll get back1.

The new campaign, developed by AJF Partnership, educates Bupa members and non-members about the range of great value health and care services available across Australia.

“Bupa has always helped people live longer, healthier and happier lives. This purpose drives our continued investment in our Members First network," said Bupa’s Director of Health Insurance Marketing, Gretchen Fox.

"This campaign brings that network to life in a beautifully simple and compelling way."

AJF's Executive Creative Director, Andrew Foote, said the analogy represents the care and commitment that members will feel, knowing they're supported by more than 10,000 registered healthcare providers.

“During the creative process for this campaign, we were looking to humanise Bupa’s expansive network and interestingly, we found that a powerful way to do this was to not use humans at all," said AJF’s Executive Creative Director, Andrew Foote.

The campaign launched on 24 February and is running nationally across TV, outdoor, radio, social, online, press, instore, shopping centre panels and digital.

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1For most items at our Members First extras providers covering dental, physio, chiro, podiatry consultations and selected optical. Yearly limits apply, waiting periods, fund and policy rules apply.