Life is gift. Take care of it.

Every year at tax time many Australians are faced with rising health service costs, leaving people questioning if they’d be better off on the public system. Others who are looking for private cover have the impossible task of choosing from over 40,000 products claiming to be great value at a low price. When in reality a lot of them are junk policies that don’t provide sufficient cover when they’re needed the most.

So, a campaign was created to change the conversation in the category from being all about price to reminding customers how unique and important their life is to be settling for anything less then Bupa.

The launch of  ‘Life is a gift. Take care of it‘ was supported across all media channels, with additional communications that emphasised reasons why Bupa is the number one choice for Australians across dental, optical and aged care. It’s launch over social media gained praise from the public, and the thinking has become bigger than a campaign. It’s now a company-wide focus.


Agency: AJF Partnership.
Role: Creative concept / Art Director.