Bupa ‘This is health’: It is, indeed, but is it the reality?

bupaOh the joys of getting old…are there any? Well, these days, of course, you can’t even call it getting old. But whether the over 65s are seniors, golden agers or late lifers, we all aim to get their in the end, yet many fear where they will end up.

Enter a new campaign from Bupa and MullenLowe and the second execution of their new brand platform ‘This is health’, showcasing the healthcare provider’s care home offering, which it insists is accessible to all.

Designed to tackle key stereotypes around ageing, as explored by MullenLowe’s research The Invisible Powerhouse, the activity aims to change perceptions about life in a care home.

The work showcases the opportunities to have fun, spend time with friends and family and continue living life to the fullest, as well as the high quality, personalised care provided at Bupa’s 120+ care homes and 10 Richmond Village retirement communities.

Spanning Sky, AdSmart and social media, the campaign aims to promote Bupa’s position as an expert provider of older people’s care – providing personalised care and services that help today’s older generation to fulfil their dreams.

Recent Bupa research showed that more than one in three people in the UK (35%) expect to need social care as they age, driving Bupa to embrace new technologies and partnerships to make this an enjoyable chapter in life.

Bupa UK director of marketing and customer experience Robert Parsons commented: “This campaign aims to change perceptions of stereotypes about later life. At Bupa, we believe that it’s never too late to achieve your dreams, and our teams work hard to make our residents’ dreams come true.

“I’m delighted that our new campaign showcases the true breadth of life in a care home, as well as the high quality, personalised care that we are proud to provide.”

MullenLowe chief creative officer Nicky Bullard added: “Our Invisible Powerhouse study shone a light on misrepresentation of people over the age of 50. This wonderful brief gave us the opportunity to represent our audience authentically, and with joy, positioning Bupa Care Homes as the brand that really gets what growing older feels and looks like.”

So, what is the consensus around the Decision Marketing office?

Well, hats off to MullenLowe for making care homes look such fun places to be – not a Zimmer frame, incontinence pad or bed hoist in sight. In fact, they made it all look more like going on holiday.

Now, of course, this is advertising so you have to take it all with a large pinch of salt. Funnily enough, they don’t mention the fact that it is standard practice in the care home industry to charge more than £1,500 a week or that they make you commit to be able to pay for at least three years of care – a snip at £243,000 – before they accept you.

This might be why there are only around 400,000 people currently living in care, although the Government has pledged that, from October 2023, there will be an £86,000 cap set on lifetime care. Who will cough up for that is anyone’s guess…

Even so, all the activities – including the art classes, swimming and keep fit – are free. So, happy days!

Decision Marketing Adometer: A “golden oldie” 7 out of 10

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