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Campaign Development, Key Messaging, Copywriting


Campaign Development, Key Messaging, Copywriting

Project type: Pitch
Agency: McCann Enterprise
Creative: Dave Carr (Concept, Copy), Aldie Pretorius (Concept, Art)

Alongside art director, Aldie Pretorius, I led creative development of McCann’s pitch for the Bupa B2B account,
focusing on the issue of mental health in the workplace. 


Print executions (click to enlarge)

Digital assets

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Bupa's presence at conferences and exhibitions would be a significant departure from its typical offerings. The key message would be used for seating, while thought leaders and mental health specialists would speak with guests in the calming, ergonomically-friendly surrounds.

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Direct Mail

The creation of a bold direct mail campaign highlighted the critical business case for addressing mental wellbeing in the workplace. 


A key message for business is the need to think bigger about mental and physical wellbeing; that it’s ‘more than just the fruit bowl'. To that end, we created a mental health 'five-a-day challenge', promoted through fruit-shaped stress balls given away outside Tube stations and offices.