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Benenden Health: ‘Time for a Check-in’

We launched 'Time for a Check-In' to increase awareness about their healthcare proposition and encourage the UK to be more proactive with health.

Benenden Health
Campaign image for Benenden Health time for a check in campaign - Davina McCall and Roman Kemp sitting in a room chatting

Background

The campaign, in partnership with Channel 4, used high-impact channels and popular TV personalities to promote open conversations about physical and mental health. The initiative has resulted in increased awareness, consideration, and membership for Benenden Health. Importantly, it also led to a measurable increase in people discussing their health and taking action when something feels off.

Challenge

Talking about health is not the norm for us Brits. 32% ignore health problems to avoid causing ‘a fuss’ and the situation is worsening, 78% of people are struggling mentally during the cost-of-living crisis and the pandemic has had a worrying effect across all ages and walks of life.

We needed to break the taboo and get the nation talking about their health.

Idea

We wanted to interrupt the nation’s daily lives and create stand-out moments which encouraged everyone to pause and check in on their mental and physical health.

Solution

To truly stand out, ‘Time for A Check-In’ used high impact, high reach channels and targeted the nation’s favourite TV shows and key family viewing moments.

Partnering with Channel 4, the campaign launched with a high-impact 60-second ad during the Great British Bake Off featuring the talented AJ Odudu.

For the following 10 months we continued to drive communications using the nation’s favourite faces candidly sharing their health experiences across Channel 4 programming, the All4 platform, social media channels, and Benenden Health’s owned platforms.

Results

The results of the campaign speak for themselves.

  • Spontaneous brand awareness rising from 6% to 13%

  • Prompted brand awareness increasing from 23% to 37%

  • Consideration rates jumping from 11% to 27%

Most importantly though we delivered on our mission: to get the nation to take the time to check-in on their health.

  • 46% of people aware of the campaign have now talked about their own physical health

  • 39% increase in mental health conversations.

  • 27% rise in health check-ups nationally

  • 88% shift in exploring private healthcare options