York-based healthcare provider, Benenden has signed a new partnership deal with Channel 4.
The broadcaster’s Manchester team worked alongside EssenceMediaCom Leeds and McCann Leeds on the deal.
It’s the second time they have joined forces to encourage people to “check in” on each others physical and mental health.
The new campaign features Channel 4 presenters including AJ Odudu, Davina McCall, Roman Kemp, Judi Love and Alex Brooker.
“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,” explained Natalie Walker, Head of Marketing at Benenden Health.
Running from today until the end of March, it will also see the launch of new contextual introductions and branded Channel 4 continuity announcements.
The 4 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.
The partnership will also include content on the broadcaster’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 be supported by multi-channel activation including social media.
“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,” added Ewan Douglas, Head of Sales (N&R) at Channel 4.
“Our Manchester-based team offers regional clients and agencies a rich heritage of collaboration and creative approaches.”
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.
“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,” said Helen Whitley, Client Partner, EssenceMediaCom Leeds.
“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.”
