Creative communications agency PrettyGreen and healthcare firm Bupa have tapped creative icon Annie Leibovitz for a health campaign that showcases what healthcare means to Paralympic athletes.
Launched to mark the run-up to the Paris 2024 Paralympic Games, and entitled ‘Picture of Health’, the campaign comprises of a striking open-air gallery featuring portraits from the world-renowned photographer.
Among the six portraits, which were displayed on 2.5x3m plinths at a special build at the Southbank on 21 May, is British Gold medallist Richard Whitehead MBE, British sprinter and Paris 2024 hopeful Emmanuel Oyinbo-Coker, captured with his family to reflect his holistic view of health.
Following on from the OOH activation, Bupa is inviting members of the public to upload their own interpretations of ‘Picture of Health’ to its online gallery using #BupaPictureofHealth. Entries close on 21 June.
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The campaign is further supported by digital social, print and OOH in key Bupa markets globally.
“Picture of Health aims to start a conversation about what health is, and what it can be. We’ve lovd working with our agency partner PrettyGreen to bring this to life,” said Bupa Group brand director Fiona Bosman.
“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.”
PrettyGreen client services director Sam Hooper Gill added: “So often the way ‘positive health’ is portrayed in the media is one-dimensional. We wanted to challenge this with Picture of Health and start a global conversation about what health means to different people.”
