We Are Bupa
Okay, is anyone else wondering what on earth is going on with Bupa? In fact, I am wondering what on earth is Bupa?
According to this very calming video on their website, Bupa is the result of a mergence of insurance companies HBA, mbf, and Mutual Community.
So, it’s a health insurance company. But what’s with the crazy name? I mean, I find it hard to concentrate on their mantra…
…”At Bupa, we exist to help our members live longer, healthier, happier lives. And as a leading healthcare organisation in Australia, we’re well placed to support and look after you and your family’s health”…
…when the name (according to my mother) sounds like a 5–year–old’s idea of toilet humour. The name and advertising campaign has actually become a bit of a joke around my household, with my sister donning a calming voice and saying “We are Bupa and we are stupid”.
Some further digging on the internet (or admittedly a quick look on the Bupa website), revealed that Bupa has actually be around since 1947 in the UK (perhaps the name doesn’t sound so funny with an English accent), and currently “cares for” (their words, not mine) for over 33 million people across 190 countries– pretty impressive, eh? But with a name like Boo-pah, it is hard to take them seriously! Surely they could have come up with a name, which sounds a little more convincing, and not so, well, childlike.
When I first saw the television ad (I can’t find it online but I have posted their intro video, from the About Us section of the site, above), I was drawn-in by the beautiful graphics and calming music. Even the cute little communal gathering at the end, where children, grand-ma’s and business tycoons alike, stick transparent blue placards to a Rubik’s cube form, had me drawn to the screen like a light-drunk fly. I could not supress my laughter though, when the overtly calm womanly voice announced (in such a whimsical manner) “We are Boo-pah”! Yes, that name broke the charm, the friendship and the any formerly acquired respect.
Why couldn’t they assign a professional looking acronym to the company. I personally find names of insurance companies like the former HBA and AAMI quite reassuring and trustworthy. I like the way that the capital letters create an emphasised sense of importance and further meaning. ANZ works in the same way. In my opinion, Bupa should become BUPA (Brilliant Utilisation of Professional Acronym– or something along those lines).
If we can ever move on from the name, we could discuss the logo. It is very closely linked to the HBA logo, which I assume, was actually created in response to the Bupa logo (not the other way around). I like the logo, very much actually. It is simple, clean and effective. Blue is a nice colour (lame adjective, I know!), but it exudes a level of trustworthy-ness, calmness and honesty– all the qualities you look for in an insurance company. The smooth curvature of the typeface also evokes the same sense of credibility and conviction.
In conclusion, I think that Bupa is, in fact, a great health insurance company– it sounds trustworthy and the global success, advertised on the site, is convincing to say the least. After reading the mantra and browsing their website, I would even consider taking out insurance with them in the future.
However (oh yes, there is always a BUT!) on pure face and name value, Bupa remains, in my mind, as a rather humorous Homonym for language we stopped using in primary school.
“We are Bupa!”