The campaign is a response to focus group research, which found that expectations of healthcare providers are changing and consumers want support that goes beyond treatment and covering costs.
Bupa’s TV campaign includes two 30-second adverts, which showcase its cancer survivorship programme and elderly care support line.
The adverts launched on 12 January and will air until 22 February with other channels extending into March. They will air across channels including C4, ITV and SkyLiving at peak slots.
The campaign will be supported on its digital channels to offer advice on muscle, bone and joint health.
Saj Arshad, marketing, sales and strategy director at 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."