Simon Thomas was chosen to front Bupa’s mental health campaign, bringing authenticity and emotional depth through his own lived experience. After losing his wife, Gemma, to leukaemia just days after her diagnosis, Simon faced an overwhelming journey of grief, loss, and loneliness. In the campaign, he shares this deeply personal story to help others feel less alone in their struggles. His openness encourages others to talk about mental health and seek support. Since Gemma’s passing, Simon has worked closely with Blood Cancer UK, raising awareness and supporting those affected by blood cancer, making him a truly impactful and compassionate campaign partner.