Bupa launches dementia awareness campaign

Private healthcare provider Bupa is launching an ad campaign in March to raise awareness about specialist help for families affected by dementia.

The TV and press campaign, created by WCRS, will launch this weekend (Sunday 1 March) and follows the publication earlier this month of the Government’s dementia strategy and subsequent publicity of high profile people affected by the condition, including author Terry Pratchett and John Suchet, who’s wife had dementia.

The animated TV ad features a man visiting his sister, who has dementia, in a Bupa care home where she receives personalised care, and will publicise Bupa’s support of the Alzheimer’s Society, which it has chosen to support via its Great Run series.

The campaign follows the appointment of former PepsiCo vice president, innovation Fiona McAnena as group brand director for the private healthcare provider and Sue Moore, previously a marketer a Land Securities Trillium, as marketing director for the UK health insurance business (MW Jan 16).

Media planning and buying is being handled by Starcom Mediavest.

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