Bupa’s new campaign focusing on mental health attempts to challenge people’s perceptions about what is considered “normal”.

Created by MullenLowe London, “Is it normal?” encourages people to seek support for mental health by contending that there are more than seven billion versions of “normal” on Earth (one for every person).

The campaign launched with a 60-second hero film featuring people involved in everyday situations, such as boiling a kettle or lying in bed, and experiencing a range of emotions. Set against a piano soundtrack, a voiceover asks the viewer: “Is it normal to feel anxious, off colour or that you can’t get up for work…” and eventually concludes that there is no one type of normal.