Benenden Health is healthcare done different

Not-for-profit, affordable healthcare provider Benenden Health has evolved its brand with the launch of a new visual style, tone of voice and multi-platform advertising campaign to tackle preconceptions about private healthcare.

Benenden Health’s 2022 Time for a Check-in campaign in partnership with Channel 4 utilised the successful proposition, ‘Healthcare Done Different’. This summer, lead creative agency McCann Leeds were tasked with further evolving the Benenden Health brand by building a new campaign that pushes forward that successful proposition and visual style.

The low-cost healthcare provider’s new ad campaign,  Britain, We’ve Got You produced and directed by London-based Bullion Productions, expands on its progressed tone of voice with a series of four TVCs and two radio ads, with the aim of further tackling the myth that private healthcare is expensive and not accessible.

Natalie Walker, head of marketing at Benenden Health comments, “If we want to provide private healthcare for the everyday person and for businesses, we’re going to have to tackle people’s preconceptions about it first.

“At Benenden Health we understand why many dismiss private healthcare down to their worries about paying increasingly high fees, or even being rejected due to pre-existing conditions. In this campaign, we’re going to show everyone that there is an alternative, while also bringing some relatable humour and trademark Benenden Health positivity into the mix, too.

“So, whatever people think about private healthcare, we’re here to show them something different.”