Boosting the nation's health consciousness
Client
Benenden Health
Year
2024
Sector
Partnership
Format
Overview
In a compelling initiative to boost the nation's health consciousness, not-for-profit healthcare provider Benenden Health and Channel 4 have teamed up for the second consecutive year. The collaborative campaign seeks to encourage families and friends to actively check in on their physical and mental health through a series of engaging TV adverts and multi-channel activations.
44%
Awareness
Further elevate public health awareness
Current Campaign Projections
With its broader scope and enhanced engagement strategies, the 2024 campaign aims to further elevate public health awareness and drive more people to participate in health check-ins.
Campaign Goals
- Raise Health Awareness: Promote regular health check-ins among the UK populace.
- Highlight Key Health Topics: Address critical areas such as gut health, sleep, and male mental health.
- Promote Inclusivity: Demonstrate that private healthcare can be accessible and affordable.
- Increase Engagement: Build on the previous year’s success to further engage viewers in health conversations.
After our successful first partnership with Channel 4, which boosted health check-ins among viewers, we're eager to extend these crucial messages further in 2024. Our commitment to affordable healthcare is more relevant than ever, and we look forward to d
Natalie Walker
Head of Marketing at Benenden Health
Key Elements
TV Adverts:
Talent Involvement: Channel 4 personalities like AJ Odudu, Davina McCall, Roman Kemp, Judi Love, and Alex Brooker highlight various health issues.
Focused Messaging: Each advert centers on a specific health topic, with Alex Brooker notably addressing male mental health and the importance of checking in on others.
Contextual Introductions & Continuity Announcements:
Integrated Content: New branded Channel 4 continuity announcements with contextual introductions that echo the themes of the adverts, featuring announcers checking in on each other’s health.
Multi-Channel Activation:
- Digital Presence: Extends beyond TV with new content on Channel 4’s ‘4Talks’ platform and a robust social media strategy.
- Thought Leadership: Discussions on the gender health gap and its impact on women in the workplace.
Extended Reach:
Popular Programming: Adverts featured during high-viewership shows like Great British Bake Off and Gogglebox.
Production and Creative Development
The campaign was brought to life through a collaborative effort involving: Channel 4 Team: Provided strategic support and creative guidance. EssenceMediaCom Leeds and McCann Leeds: Led production, media planning, and creative development. 4Sales Creative Hub, 4Creative, Bullion Productions, and Sassy Films: Contributed to the execution and refinement of the campaign’s visual and narrative elements.