Bupa are dedicated to helping people lead longer, healthier and happier lives. And they have an incredible amount of care, support and advice to offer their members. But members can only take advantage of these services if they know they exist. So, instead of leaving people to trawl through webpages, we thin-sliced the information and sent out a quarterly pack - My Bupa.

Not only did My Bupa highlight health advice, special offers and membership benefits, but it also came with a questionnaire that allowed members to tailor this content to their lives. I crafted copy for the long form direct mail pack along with snippets for CRM emails.