The campaign, which MHP devised as part of its winning pitch, is designed to reach multiple audiences, including young professionals and those who may not have previously considered Bupa.
It is expected to launch next month and will encourage "talkability" and brand reappraisal across traditional media and social channels, the agency said.
Bupa UK brand communications manager Cheryl Rosenthal said "For Living" is about helping people get the most out of every day life (see video below).
Rosenthal said: "It's about healthcare that's not just there for the big things, but for the every day things too, including pay-as-you-go services (such as physiontherapy), which customers don't need insurance to access."
Though the healthcare company said it did not have a retained agency at the moment, Another Word confirmed it still works with Bupa on a global brief.
FTI Consulting, which was handed the financial comms part of the account in 2015, told PRWeek it also still works with Bupa.
MHP will work with Bupa in the UK on a standalone basis, PRWeek understands.
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