Is It Normal? Bupa UK

A new brand campaign which focuses on mental health and challenges what’s considered to be ‘normal’. The brand aims to normalise seeking support for mental health by offering reassurance that with over seven billion versions of normal on this planet, there is no one type of ‘normal’.

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It is first ad by MullenLowe, who won account last year.

The‘Is it normal’ campaign is Bupa’s first major advertising campaign since 2017, and ultimately seeks to tackle the unnecessary stigma around mental health, while underlining the mental health support that Bupa provides. It is the next chapter of the ‘For Living’ brand activity, which focuses on helping people get the most out of everyday life. 

Bupa recognises that mental health is just as important as physical health. And, with one in four people experiencing poor mental health each year, Bupa is committed to providing extensive mental health and wellbeing support to its customers, its own people and the wider community – and is focusing whole areas of the business and ancillary services in this direction.

As part of the campaign, Bupa is also launching a new online Mental Health Hub [insert link],which is accessible to everyone. It aims to be a go-to source of information, guidance and practical tips to help people improve their mental health and support others. It will also signpost visitors to other valuable resources developed by mental health charities, including Mind and Samaritans.  


Angelique Waker, Brand and Marketing Effectiveness Director at Bupa UK commented:“In this campaign, we want to illustrate the many shapes and forms of mental health, as well as the diverse range of people it affects.  Many people will find their mental health challenged at some point in their lives and the new TV advert shows how this can feel. We know raising awareness is vital but we also want to encourage people to take the appropriate action to get the support they need, whatever’s on their mind.”

 In a film focusing on a range of everydaysituations – from a man boiling a kettle looking detached to an anxious woman at a party hiding behind a mask – the advert explores how there are times when we all may not feel ‘normal’, but then what is ‘normal’? The viewer is asked ‘Is it normal to feel anxious, off colour or that you can’t get up for work…’, touching on a range of emotions many people feel everyday. As a leading healthcare provider, for over 70 years, Bupa has helped and supported people through life experiences as varied as people themselves. The film concludes that with seven billion versions of normal on this planet, there really is no one type of normal – offering the reassurance that  whatever is on your mind, it’s normal to Bupa.

MullenLowe Group UK

We work with some of the world's most innovative marketers; clients who think like challengers. And so do we. Our integrated approach involves a communion of our best talent with wit and charisma from every discipline. From brand planning to creative campaign development, customer experience to sustainability and purpose communications, media planning and buying to agile production. This approach ensures we deliver ideas that maximise the opportunity for the brand as a whole, never just one channel. We are part of a global network of distinctive agencies, rich in local culture with both intimacy and scale, providing a full service offering with a depth of resources across the globe in 90+ offices and in 65+ markets.