Bupa Direct Mail

This project involved the creation of a series of direct mail packs for Bupa, targeting small and medium-sized businesses and focusing on the practical benefits of Bupa’s healthcare support for employers and their teams.

The core objective was to demonstrate how, with Bupa’s assistance, employees can access treatment sooner and return to work faster following illness, a message that needed to be communicated clearly, credibly and responsibly to business decision-makers.

The packs were written using best-practice direct mail principles, balancing strong response-driving techniques with clear, rational messaging that addressed SME concerns around productivity, downtime and employee wellbeing. Structure, hierarchy and pacing were carefully considered to guide the reader through the proposition, from headline to call-to-action.

Given the nature of healthcare communications, the work required close collaboration with Bupa’s internal compliance and legal teams to ensure that every claim was accurate, substantiated and appropriately phrased. This added an extra layer of complexity, demanding precision and discipline in the writing without diluting the appeal or clarity of the message.

The result was a set of direct mail packs that combined intelligent copywriting, regulatory awareness and commercial persuasion, delivering communications that were both trustworthy and engaging for a time-poor SME audience.

I was responsible for the conceptual approach and copywriting, ensuring the work struck the right balance between compliance, clarity and response.