London, UK, Tuesday 21 May 2026: Bupa Group and its new creative agency Story Studio has launched Express Your Health, a new campaign highlighting the positive impact of creativity on health, in collaboration with Global Street Art and PrettyGreen. To mark the launch, one of Europe’s largest murals – a 773 square metre space, on London’s iconic Southbank – has been hand-painted by Global Street Art, alongside DOOH activations from Spain to Australia.
Concepted and created by Story Studio, Express Your Health is a global campaign that builds on Bupa’s creative platform, Let’s Talk Health, which aims to encourage more people to share their health experiences. Inspired by new research into the link between health and creativity, Express Your Health recognises that talking about health isn’t always easy, but outlets such as visual art offer an alternative form of expression that can also provide health benefits.
The campaign launches with a first-of-its-kind collaborative hand-painted artwork that brings together 21 artists and storytellers from around the world, each sharing a personal health story through art.
The campaign was created specifically for the debut of Global Street Art’s new landmark Waterloo Bridge Mural site, on the side of Rambert’s building – the UK’s leading contemporary dance company. The mural captures health stories spanning fertility, sickle cell and diabetes, to anxiety, ageing and grief. Digital versions of the mural will simultaneously go live in Spain and Australia ahead of a global integrated campaign that will include out-of-home, social, influencer and film activations.
The contributors, brought together by PrettyGreen, include Olympic diver and knitting devotee Tom Daley, renowned artists such as Sophie Tea, Yinka Ilori and Coco Dávez, and athletes including Australian Football League player Cody Weightman. Together their contributions show how art can express the physical, mental and emotional sides of health.
Fiona Bosman, Group Brand Director at Bupa, said, “This campaign 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, “We’re very proud to have worked so closely with Bupa to make this campaign happen. 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.”
Samantha Hooper-Gill, Client Services Director at PrettyGreen, said, “Bupa is passionate about telling diverse health stories that challenge perceptions and help people open up about health. This campaign is no different; collaborating with artists has helped create a space for meaningful storytelling, rooted in real human experiences. PrettyGreen is honoured to play a role in bringing those unique stories into culture, sparking important conversations and helping Bupa to reach new audiences.”
Dr Lee Bofkin, Global Street Art CEO, said, “We’re proud to partner with Bupa for their Express Your Health campaign, celebrating the mental and physical health benefits of creativity. We’re an incredibly creative organisation and we believe in – and pursue – a world full of art. This is a superb campaign to launch our huge new Waterloo Bridge mural wall right in the heart of London – millions of people will see this and be encouraged to consider how creativity could benefit their health too.”
To support the project, Bupa commissioned research which shows that 4 in 5 (85%) agree that creativity can support mental and physical health, yet 1 in 2 people are missing out on the benefits, with barriers to creative hobbies including lack of time, lack of inspiration and tiredness after work. For those that do have a creativity hobby, 76% say it helps them process their emotions and 83% say it reduces stress and anxiety.
Bupa has also partnered with D&AD, the global non-profit championing excellence in design and commercial creativity, to launch its upcoming New Blood Awards brief. The New Blood Awards is D&AD’s global programme connecting education and industry, challenging students and emerging creatives to tackle real briefs from real brands.
Expanding the campaign into a global movement, Bupa is inviting people around the world to share their health story through creativity and art at bupa.com/express where it will become part of an online global collection.
