Bupa is hoping to appeal to younger audiences with the launch of national ad campaign Bupa World.
The health insurer says the campaign marks a u-turn in ad strategy and admits previous work has been viewed as dull and unimaginative by consumers.
The campaign will be backed by a multi-million pound spend. It breaks on national TV on Thursday 15 March with teaser executions appearing in the national press before.
In a move away from its traditional use of images of real people talking about their health issues, the campaign introduces three new characters to deliver messages about Bupa's range of products and services.
The characters, represented by different coloured shapes, will appear in four separate executions promoting Bupa's health checks, care homes, insurance and hospital facilities along with the broader Bupa brand.
The TV ads will also be supported by an extensive online campaign designed to promote discussion around healthcare, featuring a self-test viral "What shape are you?" questionnaire.
Bupa brand and planning director David Grint says: “The campaign will mark a move away from traditional healthcare advertising which is often viewed as quite dull and unimaginative by consumers. Health is a very personal issue and ads that feature real people can only ever achieve limited empathy. Consumers identify with the characters more completely as the characters become the viewers' own interpretation of their own personal needs."
Private medical insurance: News update: March 2007