Bupa

Picture of Health

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The challenge

How can Bupa capitalise on its role as Healthcare Partner to the Paris 2024 Paralympic Games in five markets, whilst positioning Bupa as the brand that really ‘gets’ health?

The approach

Understanding that there isn’t a one-size-fits-all definition of health, health is unique and individual, we wanted to create a social movement to democratise and represent health more holistically online – spearheaded by Bupa’s athletes, for whom health in all its forms is paramount to their performance. Sparking conversation around the world on inclusive definitions of health. ​

THE SOLUTION​

‘Picture of Health’: a global campaign that showcases and celebrates diverse health stories through photos. 

Partnering with world-renowned photographer Annie Leibovitz to capture and release six portraits showcasing what health means to Bupa’s para-athletes. ​

We encouraged everyone around the world to get involved and share their Picture of Health on Bupa’s microsite – with the opportunity to win tickets to Paris 2024 and feature in National Geographic magazine.​

The campaign was activated across earned media and Bupa’s owned channels and further amplified with an OOH open-air gallery on London’s South Bank displaying the athlete’s portraits, plus digital, social, print and OOH in key Bupa markets globally.  ​

An image of UK Paralympian Richard Whitehead MBE, shirtless with prosthetic running blades is climbing a tall metal structure, with an urban cityscape visible behind him.
Para Athlete Sara Andrés Barrio with running blades is mid-stride in front of the Eiffel Tower. She wears a sports bra and shorts. The background features a cloudy sky and Parisian architecture.
A man with prosthetic legs, Paralympian Curtis McGrath stands on a riverbank holding a paddle next to his kayak. He wears a blue athletic outfit and looks confidently into the distance. Overcast skies and a historic Parisian bridge span the river in the background.
A woman in white holds a shotput
A smiling family group at a running track. An adult woman embraces Para athlete Emmanuel Oyinbo-Coker in a white tank top. They are joined by a laughing boy with glasses and another smiling man in a blue shirt, all sharing a happy moment together.
A woman with glasses, Paralympian Mariana Zúñiga is outdoors in a green forest, focusing intently on a target while holding a red compound bow in full draw position. She is wearing a black sleeveless jacket over a long-sleeved red shirt.

The impact

Picture of Health assets are now the most viewed content on each of Bupa’s market channels, of all time.

“Together PrettyGreen and Bupa have created a remarkable project. They have been heavenly to work with bringing this dream project to life”

Fiona Bosman, Brand Director BUPA 

Results

+

Pieces of global editorial media coverage

bn

Earned media reach

k

Coverage engagements

m

Views of POH video content

Pieces of influencer content

k

Visits to the Bupa website

POH Vogue cov
Bupa - City AM 2024
Bupa - Daily Express Print 2024