Photo credit: Jeff Moore
A vibrant, hand-painted mural stretching the size of 22 double-decker buses has taken over Waterloo, London. Launched by Bupa, a private healthcare company, the massive installation is a part of their ‘Express Your Health’ global campaign.
The core message behind this mural is that creative expression is an essential pillar of clinical wellness.
The health benefits of creativity
Bupa’s research across the UK, Spain, and Australia shows a stark wellness gap: 85 per cent of adults agree creative hobbies benefit their health, yet 47 per cent spend zero time doing them.
Fiona Bosman, Group Brand Director at Bupa, explained the campaign's initial spark that inspired the campaign:
“Our research shows that 1 in 2 people have a health concern they don’t talk about, but when they do share via different story telling formats it helps them. We thought, ‘What if we combined our insights on sharing health stories with the powerful health benefits of creativity to create a movement?’”
Collaborating with neuroscientists at Kinda Studios, Bupa points to data showing that just 30 to 45 minutes of creative activity reduces the stress hormone cortisol and supports emotional regulation. For Bupa, promoting this is a core responsibility.