Bupa spotlights healthy creativity in new global campaign

Bupa has launched a new campaign focusing on the link between creativity and good health.

Involving diver Tom Daley and fitness instructor Joe Wicks, the “Express Your Health” campaign launched with the unveiling of a large hand-painted mural on London’s South Bank, supported by digital out-of-home in Australia and Spain.

The campaign is based around research showing that 85% of people believe creative activities support mental and physical health, but 47% spend no time on creative hobbies.

As well as inviting people to share their own stories about health and creativity online, the next phase of the global integrated campaign will include out-of-home, social, influencer and film activations.

Bupa worked with creative agency Story Creative Studio and PR firm Pretty Green on the new campaign, which builds on the existing Let’s Talk Health platform that aims to get people talking more about their health experiences.

Fiona Bosman, group brand director at Bupa, said the initiative “highlights something we see globally: when people are given the space to share their health experiences, it can be transformative.

“Seeing these deeply personal stories brought together and transformed into one of Europe’s largest hand-painted murals has been hugely powerful, not only as a creative statement, but as the start of a global movement to help more people express their health – because when words are hard to find, creativity can help us process, communicate and connect, and ultimately take greater control of our health.”

​Dan Jude, founder and CEO at Story Studio, said: “The positive impact of creativity as a way to express yourself when words are difficult is hugely overlooked. The response from all of the creators involved has been incredible, and the final result is unforgettable.

“I’m a strong believer in the idea that everyone is creative, so I hope the Express Your Health campaign inspires everyone to pick up a pencil, a paintbrush or even their knitting needles, and share a health story so they too can experience the benefits of creativity on health.”