Benenden Health partners with Channel 4 to promote talking about health

In brief

Channel 4 has launched a partnership with Yorkshire-based healthcare provider Benenden Health to encourage the nation to talk more openly about mental and physical health.

This is the first TV partnership for the not-for-profit healthcare company and will include a 10-month multiplatform campaign called “Time For A Check-In” which launches today during the ad break of The Great British Bake Off.

Channel 4 talent including AJ Odudu (pictured, main image), Davina McCall, Roman Kemp, Judi Love, Alex Brooker and Rylan Clarke will star in the spots talking openly about their health.

In the new year, 4Studio will put out a vox-pop style series on social with AJ Odudu talking to passersby on the streets about their general health and encouraging them to seek medical attention for the aches and pains they have not had checked out yet.

Off-screen, 4Talks, the thought leadership platform from Channel 4’s advertising team, 4Sales, will host three short videos with AJ Odudu with Benenden Health discussing physical health, mental health and the menopause.

Channel 4’s Nations and Regions sales team and MediaCom North negotiated the partnership and TV ad and social assets were developed and produced by 4Sales Creative Hub and Bullion Productions.