Benenden Health and Channel 4 re-ignite partnership

4th January 2024, by Megan Anderson.

National healthcare provider and broadcaster unite for a second time to encourage the nation to ‘check in’ on their health.

Not-for-profit, affordable healthcare provider Benenden Health and Channel 4 have partnered for a second time with a mission to improve the nation’s health, encouraging families and friends to check in on their physical and mental health in a series of TV adverts.

The campaign is supported by Channel 4 talent including AJ Odudu, who highlights the importance of gut health and sleep. The adverts also include Davina McCall and Roman Kemp discussing their mental health, and Judi Love and Alex Brooker discussing physical health. Alex Brooker also returns in another advert with a focus on male mental health, highlighting the importance of checking-in with someone you are worried about.

The multi-channel campaign, running from 4th January to 31st March 2024, will tackle key topics across physical and mental health, including gut health, sleep, and male mental health. The campaign also aims to show that private healthcare can be inclusive and affordable.

The campaign also sees the launch of new contextual introductions and branded Channel 4 continuity announcements. The four contextual introductions mirror the topics of the ads they appear in, with a pair of ‘continuity announcers’ checking in on the other’s physical and mental health.

As well as TV, the partnership will include new content on Channel 4’s thought leadership platform, ‘4Talks’. Participants will discuss the topic of the UK’s gender health gap, and how it impacts women in the workplace. Adverts will also be supported by multi-channel activation including social media.

Right now, in the UK, only 1 in 3 people regularly check their health, which can make it harder to spot early symptoms. From booking an appointment that has been put off, to taking the time to have a chat about mental health, Benenden Health is encouraging everyone to make time for a check-in.

Benenden Health was supported by the Channel 4 team, alongside production, media and creative development from lead agencies EssenceMediaCom Leeds and McCann Leeds, with 4Sales Creative Hub, 4Creative, Bullion Productions and Sassy Films.

Natalie Walker, Head of Marketing at Benenden Health comments, “After the success of the first Benenden Health and Channel 4 partnership, where we saw a 44% uplift in viewers checking in on their health with loved ones, we jumped at the chance of sharing these important messages further in 2024.

“As one of the most affordable healthcare providers on the market and during a demanding time for the NHS, encouraging open conversations about your physical and mental health has never been better placed, or timelier. We’re looking forward to seeing our membership and beyond, engage more with their health in the new year.”

Ewan Douglas, Head of Sales (N&R) at Channel 4, said: “This extension to our now long-running partnership with Benenden Health demonstrates why Channel 4 is the best partner for brands across all parts of the UK. Our Manchester-based team offers regional clients and agencies a rich heritage of collaboration and creative approaches.”

Helen Whitley, Client Partner, EssenceMediaCom Leeds said, “We’re so proud of this truly collaborative campaign and what it has achieved in getting people all around the UK to check in on their health and wellbeing.

“Taking this partnership into 2024 demonstrates again, Benenden Health’s commitment to affordable healthcare for all and we’re excited to be working with them to bring that message to more Channel 4 viewers in the new year.”

The series of TV advertisements will show during popular TV shows including Great British Bake Off and Gogglebox throughout the three-month period.

The re-launch follows the success of Benenden Health’s 2023 integrated partnership campaign with Channel 4, utilising the successful proposition, ‘Healthcare Done Different’. In summer 2023, lead creative agency McCann Leeds were also tasked with further evolving the Benenden Health brand building a new campaign that pushes forward that successful proposition and visual style.