Celebs are getting candid in a series of new Channel 4 films designed to raise awareness of a wide range of physical and mental health issues as the channel renews its ongoing partnership with Benenden Health.
Leading talent from the C4 stable are seen talking about their own health issues, with AJ Ojudo discussing the importance of sleep, Davina McCall and Ronan Kemp talking about their mental health, and Judi Love and Alex Brooker discussing physical health.
The spots were created by Channel 4’s in house team, alongside production and creative development from lead agencies EssenceMediaCom Leeds and McCann Leeds, alongside support from 4Sales Creative Hub, 4Creative, Bullion Productions and Sassy Films.
The campaign runs from 4 January to 31 March across television as well as via the channel’s thought leadership platform ‘4 Talks’ and aims to show that private healthcare can be inclusive and affordable.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“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,” said Benenden Health head of marketing Natalie Walker.
“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,” said Channel 4 head of sales (N&R) Ewan Douglas.
“Our Manchester based team offers regional clients and agencies a rich heritage of collaboration and creative approaches.”
Essence MediaCom Leeds client partner Helen Whitley said: “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.”
