Bupa and world-renowned photographer Annie Leibovitz have unveiled a series of portraits showing what health means to six Paralympic and Para athletes in the countdown to the Paris 2024 Paralympic Games.
With four out of five Brits feeling that health is misrepresented in society, these portraits aim to celebrate health in all its forms. As part of Bupa’s partnership with the National Paralympic Association in the UK, Bupa is encouraging people to join the conversation and share their Picture of Health
New research from Bupa that reveals four out of five Brits feel that the portrayal of health is often misrepresented in society, with over a third (35%) believing that health is frequently shown as one size fits all.
While the majority (51%) recognise that role models can inspire positive health changes such as staying active (52%) and building self-belief (18%), one in four want to see more fitness abilities and body types portrayed in the media.
Leibovitz, renowned for her iconic portraits has now captured what health means to six Paralympic and Para athletes with captivating portraits that celebrate health in all its forms.
Working with athletes from around the world to promote good health and good energy, it’s a great feeling for myself, my family and the people that have supported me
Emmanuel Oyinbo-Coker, British sprinter and Paris 2024 hopeful
Among the six portraits is British gold medallist Richard Whitehead MBE, for whom health is determination, transforming adversity into opportunity, and Emmanuel Oyinbo-Coker, British sprinter and Paris 2024 hopeful, captured with his family to reflect his holistic view of health as both physical and mental energy.
Whitehead said: “Annie is globally recognised in her craft, and to work with someone that is the best at what they do has been a chance to learn a bit about myself and to share my greatest achievement of accepting my disability… not as a negative, as an opportunity to show people that anything is possible.”
Oyinbo-Coker added: “I’m very excited to be part of the Bupa Picture of Health campaign. Working with athletes from around the world to promote good health and good energy, it’s a great feeling for myself, my family and the people that have supported me.”
Bupa’s survey of 2,000 UK adults also highlights new perspectives on managing our health, with over a third prioritising quality time with loved ones and regular walks in nature over traditional fitness routines like weekly runs or gym visits. This suggests a shift towards the importance of human connection and mental wellbeing in the pursuit of living healthier, happier lives.
Fiona Bosman, Brand Director at Bupa Group, said: “Picture of Health aims to start a conversation about what health is, and what it can be. We wanted to start this 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.”
To celebrate health in all its forms and add to the captivating line-up of images shot by Annie Leibovitz, Bupa is calling on people to upload their own Picture of Health to its online gallery from 21 May to 21 June 2024.
Those submitting from the UK will also have the chance to win tickets to the Paris 2024 Paralympic Games this August. Visit bupapictureofhealth.com to find out more.