Quick answer: Bupa partnered with Story Studio, Global Street Art and PrettyGreen to create a 773-square-metre hand-painted mural in London featuring personal health stories from artists and public figures around the world. The campaign uses creativity and public art to spark more open conversations around health and wellbeing.
Turning Personal Health Stories Into Public Art
Bupa has launched “Express Your Health,” a global campaign designed to explore the connection between creativity and personal wellbeing through one of Europe’s largest hand-painted murals.
Created on London’s Southbank, the installation spans 773 square metres and marks the debut of Global Street Art’s new Waterloo Bridge Mural site located on the side of Rambert’s building.
The mural was produced collaboratively by 21 artists and storytellers from around the world, each contributing a deeply personal health-related experience.
The stories cover subjects including anxiety, grief, fertility, diabetes, ageing, and sickle cell, transforming the wall into a large-scale visual conversation around health.
A Campaign Built Around Creativity and Expression
The campaign builds on Bupa’s existing “Let’s Talk Health” platform, which encourages more open discussions around physical and mental wellbeing.
Rather than using traditional healthcare messaging, the brand chose creativity as the central medium for communication.
Each section of the mural reflects individual emotions, experiences, and perspectives, allowing health conversations to become more human, visual, and accessible in a public space.
The result feels less like advertising and more like a shared cultural project integrated into the city itself.
Artists, Athletes and Public Voices Come Together
The contributors, assembled by PrettyGreen, include Olympic diver Tom Daley, artists Sophie Tea, Yinka Ilori and Coco Davez, as well as AFL player Cody Weightman.
By combining public figures, creatives, and storytellers, the campaign creates multiple entry points for audiences to connect emotionally with the artwork.
Instead of presenting health as a clinical topic, the mural frames it through lived experiences and artistic expression.
“When people are given the space to share their health experiences, it can be transformative,” said Fiona Bosman, Group Brand Director at Bupa.
Why the Campaign Feels Relevant
The project arrives at a moment when conversations around mental health, emotional wellbeing, and self-expression continue to grow globally.
According to Bupa research, while 85% of people believe creativity supports both mental and physical health, many still struggle to make time for it due to exhaustion, lack of inspiration, or busy schedules.
The mural responds to that insight by placing creativity directly into everyday public life, making it visible and unavoidable within the urban environment.
Instead of asking audiences to seek out the message, the campaign brings the conversation into one of London’s busiest cultural areas.
OOH as a Platform for Human Stories
What makes the campaign stand out is how it transforms outdoor advertising into a platform for emotional storytelling rather than direct promotion.
The mural does not focus on products, services, or traditional healthcare visuals.
Instead, it uses scale, color, and public space to encourage reflection, conversation, and connection between strangers walking through the city.
“The positive impact of creativity as a way to express yourself when words are difficult is hugely overlooked,” said Dan Jude, Founder and CEO at Story Studio.
FAQs
What is Bupa’s Express Your Health campaign?
It is a global campaign that uses creativity and public art to encourage people to openly share personal health experiences and conversations around wellbeing.
Where is the mural located?
The mural was created on London’s Southbank at the new Waterloo Bridge Mural site on the side of Rambert’s building.
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