Bupa UK has today unveiled a campaign to promote its pay as you go physiotherapy services.

The campaign is the second from Bupa’s new ‘For Living’ brand positioning, which aims to shift perceptions of the brand by demonstrating how Bupa is approaching healthcare and wellbeing in a new, refreshing way, helping people get the most out of everyday life.

To promote its range of pay as you go services, which customers do not need insurance to access, Bupa UK has launched a social media and outdoor campaign that captures the moment when their customers get back to the things they love doing following physiotherapy treatment.

The two executions, ‘Assault Course’ and ‘Dad-O-Saurus’ showcase respectively the exhilaration of challenging yourself physically again by taking part in a group fitness event and the return to the everyday joy of playing with your children after injury.

The films were shot by award-winning director George Belfield through Somesuch, with photography captured by Adam Hinton. The advert launches with multiple edits for social media, as well as a London-targeted outdoor campaign. Media was bought by MEC.

Angelene Woodland, Marketing Communications Director at Bupa UK, said: “This campaign continues the For Living story. We want to show how we are there for people in their everyday lives so we’re focusing on a product that is very accessible and relevant to people’s lives: pay as you go physio.”

Matt Edwards, Chief Executive of WCRS, said: “For Living is a big flexible brand platform for Bupa which allows us to communicate a wide range of Bupa products and their benefits. We launched with the emotion of a woman having recovered from cancer and are now moving to the exhilaration of challenging yourself physically again and the everyday joy of playing with your children.”

Client: Bupa UK
Client team: Angelique Waker, Cheryl Rosenthal, Shannon Faley-Martin
Agency: WCRS
Executive Creative Directors: Billy Faithfull, Ross Neil, Leon Jaume
Creative Director: Joe Miller
Creatives: Conrad Swanston and Alex Bingham
Agency Producer: Stefanie Forbes
Integrated Project Manager: Mark Lambourne
Production Assistant: Camilla Hempleman-Adams
Account Handling: Matt Edwards, Chris Boyton, Chris Moger, Charlie Warner
Planning: Matt Willifer, Laura Sammarco
Agency Designer: Lee Burns
Media Agency: MEC
Production Company: Somesuch
Director: George Belfield
DOP: Tim Sidell
Executive Producer: Lou Hake
Producer: Tom Gardner
Photographer: Adam Hinton
Retouching: Curious
Editor: Elise Butt @ Trim
Sound Design: Sam Ashwell @ 750
Post-Production: Creative Outpost
Exposure: Social AV and OOH