New global research reveals millions are missing out on the physical and mental health benefits of engaging in creative activities, with almost half (47 percent) not spending any time on creative hobbies.
Research, commissioned by Bupa, polling 4,000 adults across the UK, Spain and Australia, highlights the power of creativity on health and wellbeing. Almost three-quarters (71 percent) say they would benefit from more opportunities to be creative in daily life, with over half (58 percent) feeling relaxed and calm when participating in activities like art. Meanwhile, 76 percent say that having a creative outlet helps them better process their emotions and 83 percent say it reduces stress and anxiety.
Despite four in five people (85 percent) recognising their creative hobbies like drawing, doodling, painting or crafts positively impact health and wellbeing, over half (55 percent) of those who don’t regularly make time for creative activities can’t remember the last time they did any. For those that do remember, the last time was over a year ago (35 percent).
Almost half (47 percent) of people don’t spend any time on creative activities, with around a quarter noting that lack of time (24 percent), lack of inspiration (26 percent) and tiredness after work (28 percent) are some of the biggest barriers.
The findings spotlight a strong yet often overlooked connection between creativity and health, and coincide with the launch of Express Your Health, Bupa's new campaign celebrating creativity as a powerful way to share health experiences and encouraging people to open up so they can feel less alone and empowered to seek care.
The campaign has been launched with one of Europe’s largest hand-painted murals in Waterloo, London, equivalent to 22 double-decker buses, created in collaboration with Global Street Art. The mural brings together 21 artists and storytellers from around the world, each sharing a personal health story through their artwork.
Contributors include Olympic diver and knitting enthusiast Tom Daley, renowned artists such as Sophie Tea, Yinka Ilori and Coco Dávez, and athletes including Former All Black Keven Mealamu, Australian Football League player Cody Weightman. The mural represents stories spanning fertility, sickle cell, diabetes, anxiety, ageing, grief, and more, showing how art can express the physical, mental and emotional sides of health.
“Knitting started as a way to relax and focus during intense periods of training, but it quickly had a deeper impact on my health. Over the years it has helped me manage stress, boost my mood, and enabled me to process experiences when I couldn't find the words. I hope this campaign from Bupa inspires others to try creativity and see how small moments can make a real difference,” said Tom Daley, who contributed a knitted tapestry to the campaign.
Global studies are increasingly showing that even short bursts of creativity can benefit health. 30 to 45 minutes of activities like art, regardless of skill, has been shown to reduce stress and anxiety, with measurable drops in physiological markers of stress, including the hormone cortisol. Other research shows art can support mental wellbeing and help people process life experiences and emotions.
“Scientific research shows that creative activity isn’t just enjoyable, it can have measurable effects on the body and mind. Even short periods, 30-45 minutes of creativity, regardless of skill level, have been shown to reduce stress, including lowering cortisol, and support emotional regulation. Activities such as drawing and painting can also engage brain systems involved in self-reflection and emotional processing, helping people make sense of complex feelings and life experiences,” said Katherine Templar Lewis, creative neuroscientist at Kinda Studios.
“This work highlights something we see globally: when people are given the space to share their health experiences, it can be transformative. Through this campaign, we’re encouraging people to express themselves creatively, because when words are hard to find, creativity can help us process, communicate and connect, and ultimately take greater control of our health,” said Fiona Bosman, Group Brand Director at Bupa.
Bupa is inviting people around the world to share their health story through creativity and art at bupa.com/express where it will become part of a global collection. To help inspire people, the site includes tips and advice on how to start a creative activity.
Bupa has also partnered with D&AD, the global non-profit championing excellence in design and commercial creativity, to launch its upcoming New Blood Awards brief. The New Blood Awards is D&AD's global programme connecting education and industry, challenging students and emerging creatives to tackle real briefs from real brands.
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