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Bupa's campaign focusing on mental health attempts to challenge people's perceptions about what is considered "normal".

It 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 hero film features 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. The work was created by John Dean and Gary Marjoram, and directed by Simon Rattigan through HLA.