MullenLowe London and Bupa UK Focus on Mental Health

21 January 2020


Bupa UK has unveiled its new brand campaign via MullenLowe London which focuses on mental health and challenges what’s considered to be “normal.” The brand aims to normalize 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.”

In a film focusing on a range of everyday situations – from a man boiling a kettle looking detached, to an anxious woman at a party hiding behind a mask – the work explores how there are times when we all may not feel “normal,” but then what does that really mean?