Bupa UK has launched a new TV advertising campaign as part of a drive to showcase its healthcare expertise and broad range of products and services.

With expectations of healthcare providers changing, people want holistic support that goes beyond treatment and covering the bills. The new campaign highlights how Bupa meets these healthcare needs by supporting people through combining expert guidance with emotional and practical support and care.

As proof points of how Bupa delivers this, the campaign launched on the 12 January with two 30-second TV advertisements focusing on its cancer survivorship programme and elderly care support line.

The cancer survivorship programme spot follows a young man who has finished cancer treatment. His story highlights that for Bupa health insurance customers with cancer, the support doesn’t disappear once treatment’s finished. Through the programme, customers are offered a dedicated cancer nurse who is available for as long as customers and their families need them, offering support on emotional issues and practical guidance on how to improve recovery.

The elderly care support line advertisement shows that Bupa understands the importance and difficulty of making the right decisions on elderly care. As a provider of elderly care, Bupa offers a support line to help people make difficult decisions. The support line is available to anyone and offers free advice on all aspects of elderly care: including finding a care home, accessing care at home or even how to pay for care.

Commenting on the campaign Saj Arshad, marketing, sales and strategy director, Bupa UK said: “Our new campaign highlights that Bupa has the healthcare expertise to go above and beyond just paying the bill. We have a range of healthcare services and can provide advice, guidance and emotional support to help people make more informed decisions.

“With people’s expectations of healthcare providers changing, it is essential that they understand the breadth of our offering. The services highlighted in these advertisements are just two examples of how we support our customers with their wider healthcare needs.”

The campaign was developed by WCRS. Matt Edwards, chief executive at WCRS said: “Few things we communicate have the emotional weight of cancer survivorship and elderly care, so we’re proud WCRS has helped promote Bupa’s expert support in these areas.”