Picture of Health
Health is not one-dimensional. It’s unique, individual, and diverse. From champion athletes to amateur photographers, we set out to kickstart a global conversation on what health means to different people using world-class videos, articles, and a global photography challenge.
Photograph by Annie Leibovitz
Please be respectful of copyright. Unauthorized use is prohibited.
THE BRIEF
In 2024, Bupa is dedicated to transforming healthcare and celebrating people's relationships with their health. Bupa is raising awareness of its trusted voice on health, highlighting digital innovations, environmental care and strong brand values through active support for Para-athletes around the world.
As part of their wider Picture of Health campaign, Bupa entrusted renowned photographer Annie Leibovitz to capture images of Para-athletes to help kick off a conversation about what health means to different people.
Bupa also approached National Geographic to build on the photography and create a bespoke storytelling and media campaign to further amplify their campaign.
As part of their wider Picture of Health campaign, Bupa entrusted renowned photographer Annie Leibovitz to capture images of Para-athletes to help kick off a conversation about what health means to different people.
Bupa also approached National Geographic to build on the photography and create a bespoke storytelling and media campaign to further amplify their campaign.
Photograph by Annie Leibovitz
Please be respectful of copyright. Unauthorized use is prohibited.
SOLUTION
National Geographic CreativeWorks created a storytelling campaign that used Annie Leibovitz’s images as a jumping off point to tell the inspiring, intimate, and surprising stories of two of the remarkable featured athletes.
We followed each Para-athlete’s health journey from their early beginnings through to their personal moments of triumph and glory, and told their personal stories through beautifully captured videos and articles, giving audiences deeper insight into their lives. The aim was to understand more about the athletes, begin a conversation about what health means to different people, but also the opportunity for the National Geographic audience to take their stories and apply learnings to their own lives–after all, not everyone can be at Olympic levels of health.
We then created a global photography challenge on National Geographic social channels. Kicked off and moderated by esteemed photographer Anastacia Taylor-Lind, we invited our audience to submit their own images that captured their own personal picture of health journey. From beloved service animals, to moments of reflection by campfires, we received a wealth of images, with highlights selected to feature on National Geographic social accounts and receive input and commentary from Anastacia herself.
We followed each Para-athlete’s health journey from their early beginnings through to their personal moments of triumph and glory, and told their personal stories through beautifully captured videos and articles, giving audiences deeper insight into their lives. The aim was to understand more about the athletes, begin a conversation about what health means to different people, but also the opportunity for the National Geographic audience to take their stories and apply learnings to their own lives–after all, not everyone can be at Olympic levels of health.
We then created a global photography challenge on National Geographic social channels. Kicked off and moderated by esteemed photographer Anastacia Taylor-Lind, we invited our audience to submit their own images that captured their own personal picture of health journey. From beloved service animals, to moments of reflection by campfires, we received a wealth of images, with highlights selected to feature on National Geographic social accounts and receive input and commentary from Anastacia herself.
Photograph by Annie Leibovitz
Please be respectful of copyright. Unauthorized use is prohibited.
EXPLORE MORE
Photograph by Annie Leibovitz
Please be respectful of copyright. Unauthorized use is prohibited.
GET IN TOUCH
Interested in working with National Geographic? Please reach out to Nadine Heggie at Nadine.Heggie@natgeo.com.
Photograph by Annie Leibovitz