Picture of health
The Brief
Create a launch campaign for Bupa’s ‘Health is’ initiative aligned to the Paralympics games, which focuses on capturing the true diversity of what ‘health is’.
The campaign was rooted in Bupa’s values ‘Brave, Caring and Responsible’, and focused on inspiring employees and customers to reflect on and celebrate health in all its forms, with a call to action to share their personal ‘Picture of Health’.
The initiative was spear-headed with a series of portraits by world-renowned photographer Annie Leibovitz, which captured six para-athletes and their perspectives on what health is.
Our Approach
We kept it simple. The premise of the campaign was about listening and reframing. So we took this literally and created a simple but universal lockup - a white frame acting as a canvas to invite anyone to share their personal ‘picture of health’. Messaging was thought-provoking and direct.
We developed installations in various Bupa offices that showcased Annie Leibovitz’s portraits.
This campaign is a great example of power of people bringing values to life - user generated content made this authentic, inspiring and most importantly, inclusive.
