Two years after the success of Picture of Health, Bupa came back to us with a bigger, bolder idea. Express Your Health is the brand's new global campaign celebrating creativity as a powerful way to share health experiences — built on fresh Bupa research (4,000 adults surveyed across the UK, Spain and Australia by Opinium) showing that 85% of people believe creativity supports their mental and physical health, yet almost half don't spend any time on creative hobbies.
The campaign is anchored by one of Europe's largest hand-painted murals on London's Waterloo Bridge — equivalent to 22 double-decker buses — produced with Global Street Art, with simultaneous launch activations in Madrid, Sydney and Melbourne. At the centre of all of it sits a multilingual platform inviting anyone in the world to add their own health story through art.
The brief was demanding. Eight languages. Three launch markets going live in lockstep. A submission flow that worked for everyone from a first-time scribbler on a phone in Hong Kong to a professional artist in São Paulo. A gallery showcasing 21 commissioned artists and storytellers — including Tom Daley, Sophie Tea, Yinka Ilori, Coco Dávez and Cody Weightman — alongside thousands of public submissions. And every piece of user-generated content needed to be safely moderated before it ever appeared in public, at a scale no human team could keep up with.
Building on the architecture and lessons from Picture of Health, we designed a fully bespoke headless platform. A Laravel 13 / PHP 8.3 API and Filament v5 admin powered a Next.js 15 frontend, sharing TypeScript types across the stack via Laravel Wayfinder so the frontend always knew exactly what the API would return.
The whole site ships in eight languages — English, Spanish (Castilian and Chilean), Polish, Portuguese (Brazilian), Turkish, Traditional Chinese, and French — with BCP 47 locale handling baked in from day one. Every CMS page, every artist profile, every piece of microcopy is translatable and individually editable by Bupa's regional content teams.
AI moderation at scale sits at the heart of the submission pipeline. The moment a user uploads their artwork, a chain of background jobs evaluates the image for safety and brand-risk signals, runs the caption through content moderation, generates accessible alt-text via GPT-4 Vision, and translates the caption into all supported languages. The whole thing happens in seconds. Approved submissions appear in the global gallery; anything ambiguous is routed to a Bupa moderator queue inside Filament where editors, moderators and admins each have scoped permissions.
We also built tooling Bupa's team can actually use day-to-day: a fully role-based CMS for pages, artists, creators, FAQs and gallery curation; secure media storage on S3 via Spatie MediaLibrary; encrypted user emails; IP anonymisation; and throttled, reCAPTCHA-protected public endpoints to keep the submission and contact forms clean.
Express Your Health launched on 19 May 2026 with simultaneous activations in London (the 22-double-decker-bus-long hand-painted mural on Waterloo Bridge, in collaboration with Global Street Art), Madrid (DOOH takeovers across two Gran Vía theatres and a giant canvas wrap over Sanitas HQ) and Sydney & Melbourne (outdoor and projection). The campaign also marks the brief for D&AD's next New Blood Awards — putting the work in front of the next generation of creatives worldwide.
In the first 48 hours alone the campaign delivered:
The platform itself held up flawlessly across the launch spike, with submissions coming in from every continent. For us, Express Your Health is the campaign we're proudest of to date — a piece of work where the technology disappears into the background and the human stories take centre stage.
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