An organisation’s reputation is as vital to its survival as the quality of the products or services it offers. To build its reputation, Bupa Global, the international health insurance arm of Bupa, has revealed its sponsorship of ‘Modern Couples: Art, Intimacy and the Avant-garde,’ the Barbican Art Gallery’s new art exhibition.

The exhibition marks the first time Bupa Global has sponsored an art-related project. In doing so, Bupa Global aims to communicate its brand positioning, which promises to positively impact its customers, employees, wider society and environment, committing to contribute to changing the world for better.

Neil Kirby, marketing director at Bupa Global says. “As a healthcare business, we actively support activities that promote wellbeing and happiness because we recognise the powerful contribution these influences can make to our health. Bupa Global’s sponsorship of the Barbican’s major autumn exhibition enables access to the arts for our people, customers and communities across the UK and beyond. In doing so, this collaboration fulfils Bupa’s purpose – helping people to live longer, healthier, happier lives.”                                                                           

Bupa Global’s sponsorship of Barbican’s exhibition, took place in the context of its recently debuted campaign strategy, which looks into the customers’ everyday life. Venturing into the world of art, with the Barbican Art Gallery’s sponsorship, Bupa Global encourages the cultural enrichment of its customers, inspiring them to attend social, artistic and educational events and come together with like-minded people. 

Jane Alison, head of visual arts at Barbican, says, “We welcome Bupa Global as the lead sponsor of our major Autumn exhibition Modern Couples: Art, Intimacy and the Avant-garde. Support for our art gallery programme allows us to continue to curate ground-breaking shows inspiring more people to discover and love the arts.”   

‘Modern Couples: Art, Intimacy and the Avant-garde’ is an exhibition that aspires to showcase and examine intimate relationships of every possible kind and form. It includes work from Dora Maar, Pablo Picasso, Mary Reynolds, Marcel Duchamp, Barbara Hepworth and Ben Nicholson.

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