Channel 4

Benenden Health

Channel 4 today reveals Time For A Check-in, an exclusive creative partnership with not-for-profit Yorkshire-based healthcare provider Benenden Health to encourage the nation to talk more openly about their health.

The Big Idea

Channel 4 talent including AJ Odudu, Davina McCall, Roman Kemp, Judi Love, Alex Brooker and Rylan Clarke will star in a 10-month, multiplatform creative campaign which launches on Tuesday 13th September with a TV ad during the first episode of the much-anticipated return of The Great British Bake Off. 

The creative campaign marks the first TV partnership for Benenden Health which kicks off with AJ Odudu cycling through a British town asking the public about their various ailments – from bunions to brain fog!

A series of intimate TV ads will follow, featuring pairs of Channel 4 talent discussing their health in frank conversations, starting with Davina McCall and Roman Kemp chatting about their mental health. Running alongside these, AJ Odudu and Alex Brooker will also feature in 10 second pieces to camera, encouraging the nation to engage in conversations about their health.

In the new year the partnership continues on social with a fun vox-pop style 4Studio series in which a charismatic healthcare professional  and AJ Odudu set up a pop-up ‘clinic’ in busy locations around the UK, helping passers-by with those aches and pains they haven’t had a chance to get checked out. 

Off-screen, the partnership continues as part of 4Talks, the thought leadership platform from Channel 4’s advertising team, 4Sales, that aims to explore and discuss challenging and thought-provoking subjects across ad-land. Hosted by AJ Odudu, three short videos will be produced in association with Benenden Health to discuss physical health, mental health and menopause.  

The creative partnership was brought to life by the Nations and Regions sales team together with MediaCom, and further developed by the 4Sales Creative Hub alongside Bullion Productions who produced the TV ad and social assets.

Natalie Walker, Head of Marketing, Benenden Health said: "We're so proud to be partnering with Channel 4 on what is an exciting initiative to encourage the nation to check in on their health. We’re a healthcare provider that offers something unique, the same affordable healthcare for everyone, and Channel 4’s commitment to diversity and doing things differently make it the perfect media partner for us. We can’t wait to see where the partnership takes the Benenden Health brand, meet the new audiences that will hear our message and, most importantly, see the nation get inspired by the fantastic Channel 4 talent talking about and checking-in with their health.”

Making it Happen

Ewan Douglas, Head of Sales & Commercial Development, Channel 4 said: “This creative partnership with Benenden Health is a great example of how brand campaigns can work across multiple touch points within the 4Sales portfolio to increase brand awareness and reach key audiences wherever they’re watching content.

“Developed by our Manchester sales team, with MediaCom North and Yorkshire based Benendeon Health, it’s a true Nations & Regions success story.

“We hope our audiences enjoy seeing some of our much-loved talent talk openly and honestly about their health and encourage more people to do the same to breakdown unnecessary stigmas around important health issues.”