Despite strong brand awareness, Bupa is known to many as a health insurer. But as a leading global healthcare brand, Bupa has a much bigger purpose to help people live longer, healthier, happier lives and make a better world.
In a year that the world’s attention was turning to an epic ‘summer of sport’ anchored by Paris 2024, Bupa saw an opportunity to cut-through with its first-ever global brand campaign centred around its role as the Official Healthcare Partner to the National Paralympics Associations in key markets, and its individual sponsorship of six Para athletes.
The campaign focused on the insight that health is as unique as the beat of your heart – it isn’t one-size-fits-all. However, in society, health is often presented as simply being sick or well. Through this sponsorship moment, ‘Bupa Picture of Health’ challenged perceptions of the Bupa brand and how people view health. Ahead of one of the world’s biggest sporting moments in 2024, we partnered with renowned photographer Annie Leibovitz to capture a series of striking portraits showcasing what health means to Bupa’s Para athletes.
Using these portraits, we encouraged everyone around the world to join the conversation and share their Picture of Health in an online gallery, amassing +800,000 visits. Launching 100 days ahead of the Paralympic Games, Picture of Health drove positive reappraisal for Bupa and mass awareness of the brand as a company that understands health – with a whopping earned media reach of 1bn and 17% increase in Share of Voice YoY.
