One of the country's largest private health insurance providers is asking Australians an important question this summer – "what would you do if you met a healthier version of yourself?"
That's the theme for Bupa's latest advertising campaign, one that sees the "healthier version" tagline tie in with the company's goal to – according to its website – "help our members live longer, healthier, happier lives."
Developed in conjunction with advertising agency Clemenger BBDO Melbourne, Bupa launched the campaign earlier this month.
Subtly showing the visible effects of lifestyle changes – such as the decision to quit smoking and the commencement of a weight management program – the ad follows six siblings reunited after a significant time apart, later revealing that they are actually meeting a healthier version of themselves.
Bupa’s director of group development Mark Engel told advertising magazine B&T that the campaign – dubbed "The Moment" – breaks the traditional model of health insurance advertising.
"Rather than focusing on typical category concerns, such as claiming and pricing, we are focusing on human potential," he said.
"This is about a contract between you and yourself. Bupa is about helping you find a healthier you."