creative copywriter
creative copywriter
From a yawn (sorry), to a baby’s first smile, to… pickleball. When we see someone doing something healthy, the mirror-neurons in our brain fire and cause us to literally ‘mirror’ one another. Making all kinds of good-health catch on.
But coming out of a pandemic at the end of 2023, Australians were a bit timid – of their own health, and of hanging out with others. With only half of Aussies returning to sport, and thousands of health insurance members walking away.
Bupa needed to reignite the nation’s connection to their health, by reminding them of their connection to each other. And with over 4 million members, Bupa were in the perfect position to help spread good health right across the country.
“When was the last time you wiggled your toes?
You're wiggling them right now, aren’t you…”
To help spread good health further, we created radio, print, and social ads that you couldn’t help but mimic. Each one using the science of mirror-neurons to subtly trigger healthy physical actions.
The idea spread far beyond the hero 45” and bespoke 15”s. From partnerships with the Nike Melbourne Marathon and Carlton, to eDMs and owned channels, every touchpoint was designed to keep good health spreading. At Carlton games, Contagious Compliments flipped classic footy banter into genuine heart-to-hearts. Through THIS WAY UP, we helped Australians pass on mental health support. And at the Melbourne Marathon, we helped thousands catch the running bug. All working together to help good health spread right across Australia.