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.](https://itsprettygreen.com/wp-content/uploads/2024/05/BUPA-POH-Website-hero.png?t=1721382382&ratio=1.0943396226415 638w, https://itsprettygreen.com/wp-content/uploads/2024/05/BUPA-POH-Website-hero.png?t=1721382382&ratio=1.0943396226415 638w, https://itsprettygreen.com/wp-content/uploads/2024/05/BUPA-POH-Website-hero-625x571.png?t=1721382385&ratio=1.0945709281961 625w, https://itsprettygreen.com/wp-content/uploads/2024/05/BUPA-POH-Website-hero-350x320.png?t=1721382375&ratio=1.09375 350w)
![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.](https://itsprettygreen.com/wp-content/uploads/2024/05/1716235532783.jpeg?t=1721382379&ratio=1.7777777777778 2048w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235532783-1250x703.jpeg?t=1721382384&ratio=1.778093883357 1250w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235532783-625x352.jpeg?t=1721382393&ratio=1.7755681818182 625w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235532783-350x197.jpeg?t=1721382374&ratio=1.7766497461929 350w)
![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.](https://itsprettygreen.com/wp-content/uploads/2024/05/1716235534737.jpeg?t=1721382374&ratio=1.7777777777778 2048w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235534737-1250x703.jpeg?t=1721382387&ratio=1.778093883357 1250w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235534737-625x352.jpeg?t=1721382381&ratio=1.7755681818182 625w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235534737-350x197.jpeg?t=1721382384&ratio=1.7766497461929 350w)
![A woman in white holds a shotput](https://itsprettygreen.com/wp-content/uploads/2024/07/20240218-06C_03-BUPA_PARIS_SH10_FG_015_B.jpg?t=1721382364&ratio=0.56238095238095 1181w, https://itsprettygreen.com/wp-content/uploads/2024/07/20240218-06C_03-BUPA_PARIS_SH10_FG_015_B.jpg?t=1721382364&ratio=0.56238095238095 1181w, https://itsprettygreen.com/wp-content/uploads/2024/07/20240218-06C_03-BUPA_PARIS_SH10_FG_015_B-625x1111.jpg?t=1721382342&ratio=0.56255625562556 625w, https://itsprettygreen.com/wp-content/uploads/2024/07/20240218-06C_03-BUPA_PARIS_SH10_FG_015_B-350x622.jpg?t=1721382339&ratio=0.56270096463023 350w)
![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.](https://itsprettygreen.com/wp-content/uploads/2024/05/1716235534415.jpeg?t=1721382391&ratio=1.7777777777778 2048w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235534415-1250x703.jpeg?t=1721382393&ratio=1.778093883357 1250w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235534415-625x352.jpeg?t=1721382373&ratio=1.7755681818182 625w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235534415-350x197.jpeg?t=1721382373&ratio=1.7766497461929 350w)
![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.](https://itsprettygreen.com/wp-content/uploads/2024/05/1716235535340.jpeg?t=1721382378&ratio=1.7777777777778 2048w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235535340-1250x703.jpeg?t=1721382397&ratio=1.778093883357 1250w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235535340-625x352.jpeg?t=1721382397&ratio=1.7755681818182 625w, https://itsprettygreen.com/wp-content/uploads/2024/05/1716235535340-350x197.jpeg?t=1721382397&ratio=1.7766497461929 350w)
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
Earned media reach
Coverage engagements
Views of POH video content
Pieces of influencer content
Visits to the Bupa website
![POH Vogue cov](https://itsprettygreen.com/wp-content/uploads/2024/07/POH-Vogue-cov.png?t=1722345655&ratio=1 1080w, https://itsprettygreen.com/wp-content/uploads/2024/07/POH-Vogue-cov.png?t=1722345655&ratio=1 1080w, https://itsprettygreen.com/wp-content/uploads/2024/07/POH-Vogue-cov-625x625.png?t=1722345662&ratio=1 625w, https://itsprettygreen.com/wp-content/uploads/2024/07/POH-Vogue-cov-350x350.png?t=1722345661&ratio=1 350w)
![Bupa - City AM 2024](https://itsprettygreen.com/wp-content/uploads/2024/07/Bupa-City-AM-2024.jpg?t=1722345513&ratio=0.80212591986917 981w, https://itsprettygreen.com/wp-content/uploads/2024/07/Bupa-City-AM-2024.jpg?t=1722345513&ratio=0.80212591986917 981w, https://itsprettygreen.com/wp-content/uploads/2024/07/Bupa-City-AM-2024-625x779.jpg?t=1722345514&ratio=0.80231065468549 625w, https://itsprettygreen.com/wp-content/uploads/2024/07/Bupa-City-AM-2024-350x436.jpg?t=1722345514&ratio=0.80275229357798 350w)
![Bupa - Daily Express Print 2024](https://itsprettygreen.com/wp-content/uploads/2024/07/Bupa-Daily-Express-Print-2024.jpg?t=1722345516&ratio=0.77269010629599 945w, https://itsprettygreen.com/wp-content/uploads/2024/07/Bupa-Daily-Express-Print-2024.jpg?t=1722345516&ratio=0.77269010629599 945w, https://itsprettygreen.com/wp-content/uploads/2024/07/Bupa-Daily-Express-Print-2024-625x809.jpg?t=1722345517&ratio=0.7725587144623 625w, https://itsprettygreen.com/wp-content/uploads/2024/07/Bupa-Daily-Express-Print-2024-350x453.jpg?t=1722345517&ratio=0.77262693156733 350w)