According to Bonitas Medical Fund, being healthy and living a full life is what we all want for ourselves and our family. An important part of life's wellness journey is about having the right people to support you physically, emotionally, mentally and even financially when it matters most.

The story in the campaign, adds the fund, is one of perseverance and tenacity. A father tackles his tough wellness journey with the support of his family, friends and medical aid in order to walk his daughter down the aisle.

"The story is about protecting our loved ones and making sure they have the best care possible," says Lee Callakoppen, principal officer of Bonitas.

Produced by Joe Public and shot over three days in various locations, the advert reinforces the Bonitas' brand strategy of being the 'Medical Aid for South Africa', while it introduces a campaign takeout referencing affordable and accessible quality healthcare and better benefits that don't impact one's savings.

There are several versions of the ad including a 60, 30 and three 10 second version that will be flighted across a range of DStv channels, as well as Business Day TV, ENCA, eTV and SABC. Supporting the campaign will be radio, print and digital adverts.

"We are passionate about ensuring South Africans make informed decisions about their healthcare and that they have the cover they need when they need it. Our hope is that this TV advert will resonate well with viewers and get them thinking about the future of their health," says Callakoppen.

"We believe when 'I' becomes 'we', illness becomes wellness and we would like to be the medical aid that takes the wellness journey with them," Callakoppen concludes.

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