Vitality isn’t your ordinary insurance company. For starters, it’s pink.  

More importantly, Vitality’s approach is based on a belief in the rewards of reciprocity. Their ‘shared value’ model works on the understanding that promoting and rewarding ‘desired’ behaviour and attitudes is more beneficial to all parties than dealing with the consequences of ‘undesired’ behaviour and attitudes. So, within health insurance, where other insurers prey on the notion that you might get sick, Vitality promote and reward peoples’ health.  

It means better health for customers, fewer claims for Vitality, and a society more engaged with its health.

We encapsulated this in a simple thought: Enemies of Apathy. It’s a thought that gives Vitality a mission against inertia, passivity and not being bothered; which champions not just activity but attitude; which shows our ‘carrot’ approach in a ‘stick’ category. And it has been a springboard for a host of initiatives from sporting ambassadors to Park Run, even to entry into new categories such as investments.

Our creative campaign brings this approach to life through an anti-hero brand detractor called Stanley.

Stanley is a lazy, sharp-tongued dachshund whose life has become misery since his owner ‘got active’ through Vitality. Representing the part of us all that knows we should be healthier but can’t quite be bothered, Stanley gave us an accessible character who can highlight product benefits without a hard sell.