Bupa team up with world-renowned photographer Annie Leibovitz

By on Tuesday, May 21, 2024

Bupa, have worked with world-renowned photographer Annie Leibovitz to launch ‘Picture of Health’ – a global campaign that celebrates diverse health stories, launching 100 days ahead of the Paris 2024 Paralympic Games.

Bupa is the Official Healthcare Partner to the National Paralympic Associations in the UK, Spain, Australia, Chile, Mexico and Poland.

The campaign from Pretty Green follows new research that four out of five Brits feel that the portrayal of health is often misrepresented in society, with over a third (35%) believing that health is frequently shown as one size fits all.

While the majority (51%) recognise that role models can inspire positive health changes such as staying active (52%) and building self-belief (18%), one in four want to see more fitness abilities and body types portrayed in the media.

Annie Leibovitz, renowned for her iconic portraits has now captured what health means to six Paralympic and Para athletes with captivating portraits that celebrate health in all its forms.

Among the six portraits is British Gold medallist Richard Whitehead MBE, for whom health is determination, transforming adversity into opportunity, and Emmanuel Oyinbo-Coker, British sprinter and Paris 2024 hopeful, captured with his family to reflect his holistic view of health as both physical and mental energy.

The portraits are displayed in an OOH special build on London’s South Bank.

Fiona Bosman, Brand Director at Bupa Group, commented: “Picture of Health aims to start a conversation about what health is, and what it can be. We’ve loved working with our agency partner PrettyGreen to bring this to life. We wanted to begin the campaign with a series of dynamic and striking photos that could inspire people to share their own Pictures of Health. Given her fame for capturing the stories of the people she works with, Annie Leibovitz was the perfect photographer to help bring Picture of Health to life and showcase what health means for each of our six athletes.”

Redwood BBDO worked alongside to activate the campaign through video and social content.

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