Need to Know
19 : 10 : 22

UK – Healthcare company Bupa’s latest campaign presents a fresh take on what health looks like, showcasing and validating underrepresented daily health concerns across life stages.

The This is Health campaign, created by advertising agency MullenLowe, supports the idea that there is no one-size-fits-all approach when it comes to health. From neurodiversity to joint conditions, from mental health to menopause, Bupa acknowledges the diversity of human experiences and health needs, and spotlights the crucial role of accessible healthcare in supporting every individual’s unique needs and holistic wellbeing.

‘Be it tackling big concerns or sorting out those smaller everyday niggles, our goal is to ensure everyone gets the expert help they need for their holistic wellbeing – whatever that looks like,’ says Angelique Walker, director of brand marketing at Bupa.

The inclusive and uplifting activation encourages people to follow their own personal healthcare journeys and reframes the traditional perceptions of healthcare, a good example of Synchronised Care in action.

Global – The Asphalt Art Initiative is partnering with cities across Europe to help improve community safety. The project consists of colourful murals placed on pavements and along roadsides in 19 countries. Cities in Belgium, Italy and Bulgaria are among those that will receive the £22,100 ($25,000, €25,400) grant, some of which will be given murals across intersections and crossings.

Supported by Bloomberg Philanthropies, which previously piloted the project in the US, the initiative aims to help cities use art to rejuvenate public spaces and improve street safety. In the US, driving speeds dropped by 45% in Kansas City, Missouri, after an art installation was introduced at a crash hotspot intersection.

Not only do the murals brighten up communities, they act as a catalyst for improving the general wellbeing of residents. ‘Projects like these not only connect people, but make streets safer, and we encourage cities everywhere to paint their own transportation masterpieces,’ says Janette Sadik-Khan, principal for transportation at Bloomberg Associates. The project is an example of how communities and organisations alike are inventing ways to turn urban spaces into more equitable places.

UK – Travellers will seek creative experiences that can distract them from the current global chaos, according to Booking.com’s 2023 Travel Predictions report. Commissioned by Booking.com, the research investigated more than 24,000 travellers across 32 countries using the digital travel company’s knowledge as a leader in the field to provide insights on the data. The study found that holiday curators will need to move away from traditional holidays and lean into more one-of-a-kind experiences.

From rural excursions to immersing in a local culture, the data shows travellers are seeking culture shock experiences, with 29% wanting to be able to spot a UFO and 35% keen to find the world’s rarest delicacy.

Although travellers are showing resilience despite global uncertainty, many are seeking local experiences that take them away from their own reality. Local businesses should use this as an opportunity to broaden their cultural horizons. ‘This is the ideal backdrop for a boom in experiential travel, with micro- and niche trends, hobbies and personal passions leading the way,’ says Arjan Dijk, senior vice-president at Booking.com.