The latest television ad by Bonitas Medical Fund underpins a ‘holistic’ healthcare message in a simple, real and compelling way. It addresses the fact that medical aid is a necessity but expands on the message to show how the scheme acts in the best interests of its members and ‘has a plan’ for everyone.
Being healthy and living a full life is what we all want, for ourselves and our family. An important part of life’s wellness journey is about having the right people to support you – physically, emotionally, mentally and even financially – when it matters most.
The story is one of perseverance and tenacity as a father tackles his tough wellness journey with the support of his family, friends and medical aid in order to walk his daughter down the aisle. ‘The story is about protecting our loved ones and making sure they have the best care possible,’ said Lee Callakoppen, Principal Officer of Bonitas.
Produced by Joe Public and shot over three days in various locations, the advert reinforces the Bonitas’ brand strategy of being the ‘Medical Aid for South Africa’.
‘Our advertising needs to be slightly disruptive and set us apart, which is why we chose to portray a real life family dealing with a healthcare situation that was impacting their lives and future,’ said Callakoppen.
There are several versions of the advert, including a 60s, 30s and three 10s which will be flighted across a range of DStv channels as well as Business Day TV, ENCA, eTV and SABC. Supporting the campaign will be radio, print and digital adverts.
JOE PUBLIC
+27 10 591 7770
info@joepublic.co.za
www.joepublicunited.co.za
