---
title: Bupa
date: 2026-05-15T12:36:00+01:00
author: Mona Parmar
canonical_url: "https://prettygreen.bgn.dev/work/bupa-picture-of-health"
section: Projects
---
#  Bupa Picture of Health 

 [PR](https://prettygreen.bgn.dev/services/pr) [Talent & Brand Ambassador](https://prettygreen.bgn.dev/services/talent-brand-ambassador) [Experiential Marketing & Event Production](https://prettygreen.bgn.dev/services/experiential-marketing-event-production) 

    ![](/uploads/transforms/Images/Case-Studies/Bupa/_1920x1080_crop_center-center_90_none/Hero-Landscape.jpg)  

 ## 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  

   

 

 

     ![](/uploads/transforms/Images/Case-Studies/Bupa/_1600xAUTO_crop_center-center_90_none/Supporting-2-Landscape.jpg)  

    ![](/uploads/transforms/_1600xAUTO_crop_center-center_90_none/20240218-02E_02-BUPA_PARIS_SH07_S_603_F-sRGB.jpg)  

 

     ![](/uploads/transforms/Images/Case-Studies/Bupa/_1600xAUTO_crop_center-center_90_none/2726/Richard-Whitehead-MBE-and-Emmanuel-Oyinbo-Coker-appear-at-the-Bupa-Picture-of-Health-gallery-at-London%E2%80%99s-South-Bank-to-unveil-new-portraits-shot-by-Annie-Leibovitz.-Tuesday-21st-May7.jpg)  

    ![](/uploads/transforms/Images/Case-Studies/Bupa/_1600xAUTO_crop_center-center_90_none/Supporting-3-Landscape.jpg)  

 

    Fiona Bosman Global Brand Director > "Together PrettyGreen and Bupa have created a remarkable project. They have been heavenly to work with bringing this dream project to life”

 ![](/uploads/Logos/Logo_Bupa.svg)  

 ## Want to see more?

 [ See Our Work 

 See Our Work 

 

 ](/work) [  ![LONDON, ENGLAND - NOVEMBER 26: A general view of the menu at the launch of value mobile provider Lebara's pop-up salon with legendary hairdresser Nicky Clarke on Budget Day, proving not all cuts mean compromise, on November 26, 2025 in London, England. 

Photo by Dave Benett]()  

Lebara

### Smarter Cuts Driving fame on Budget Day for MVNO Lebara

 

PR

Content Production

Experiential Marketing & Event Production

Talent & Brand Ambassador

 

 ](https://prettygreen.bgn.dev/work/lebara) 

 [    ![](/uploads/transforms/Images/_949xAUTO_crop_center-center_90_none/3084/Hero_2026-05-18-203002_syjd_2026-05-19-104841_ctfx.jpg)  

Tesco

### ClubCard An immersive, nostalgic clubbing experience to celebrate 30 years of rewards

 

Experiential Marketing & Event Production

PR

Talent & Brand Ambassador

 

 ](https://prettygreen.bgn.dev/work/tesco) 

 

 

 ## Awards

 ![](/uploads/Awards-Logos/Bupa-POH/Social-Post-STATIC-Best-use-of-sponsorship-or-partnership.jpg) 

 ![](/uploads/Awards-Logos/Bupa-POH/Healthcare-Beauty-and-Fashion-BRONZE-PrettyGreen.png) 

 ![](/uploads/Awards-Logos/Bupa-POH/Best-Sponsorship-SILVER-PrettyGreen.png) 

 ![](/uploads/Awards-Logos/Bupa-POH/Awards-Bupa.png) 

 ![](/uploads/Awards-Logos/Bupa-POH/Awards-Bupa-2.png) 

 

 

 

 ## Ready to build fame that performs?

 [ Drop Us A Line 

 Drop Us A Line 

 

 ](https://prettygreen.bgn.dev/contact)