Bupa Picture of Health
REPOSITiONING BUPA AS A HEALTH BRAND
Challenge
Bupa is known as a health insurer. But as a leading global healthcare brand, they have a bigger purpose: helping people live longer, healthier and happier lives.
With the world’s attention on Paris in the summer of 2024, Bupa wanted to cut through as the Official Healthcare Provider to the National Paralympics Associations and sponsor of six Para athletes.
The goal was to reposition Bupa a health brand, not just an insurer.
Activation
We created Picture of Health, a photo-led PR stunt that amplified Bupa’s role as a sponsor ahead of the 2024 Paralympic Games in Paris.
We partnered with Annie Leibovitz to showcase portraits of athletes and celebrate diverse definitions of health. The portraits launched across social, an outdoor gallery in central London and global media.
The campaign invited audiences to participate by sharing their own picture of health for a chance to appear in National Geographic and attend the Paralympic Games.
Impact
A global campaign that repositioned Bupa through the world’s biggest sporting event. They dominated the healthcare conversation, generated global coverage and shifted perception. Bupa the health brand, had arrived.
- 69%
- share of voice across earned media during campaign period
- 17%
- year-on-year increase in share of voice vs key healthcare competitors
- 500+
- pieces of worldwide editorial coverage across the UK, Australia, Spain, Chile and Poland
"Together PrettyGreen and Bupa have created a remarkable project. They have been heavenly to work with bringing this dream project to life”
Awards
