Bupa Picture of Health

Website development - bupapictureofhealth.com

Campaign for Bupa’s partnership with the Paris 2024 Paralympic Games aimed to position Bupa as a leader in inclusive health by launching a global social movement. The centrepiece was an online competition where people submitted their “Picture of Health” (POH), an image and 20-word description, for a chance to win tickets to the Paralympics. The campaign kicked off with portraits of Bupa’s para-athletes, shot by Annie Leibovitz, and inspired worldwide participation.

I collaborated with Pretty Green and Bupa to scope and develop the competition website, assembling and leading a digital team to build the entry portal and gallery. We implemented AI-powered and human moderation processes to handle submissions across 5 territories with machine + human translated copy into 7 languages, with daily approval for posted content.

With over 1,800 entries and 136k words submitted and translated, the campaign was deemed such a success that the site remains live to continue promoting inclusive definitions of health globally.

Project Manager - Digital Producer - Post site launch moderation & translation