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Benenden Health Partners With Channel 4

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Not-for-profit, affordable healthcare provider Benenden Health and Channel 4 have partnered for a second time with a mission to improve the nation's health, encouraging families and friends to check in on their physical and mental health in a series of TV adverts.

The campaign is supported by Channel 4 talent including AJ Odudu, who highlights the importance of gut health and sleep. The adverts also include Davina McCall and Roman Kemp discussing their mental health, and Judi Love and Alex Brooker discussing physical health. Alex Brooker also returns in another advert with a focus on male mental health, highlighting the importance of checking-in with someone you are worried about.

The multi-channel campaign, running from 4th January to 31st March 2024, will tackle key topics across physical and mental health, including gut health, sleep, and male mental health. The campaign also aims to show that private healthcare can be inclusive and affordable.

The campaign also sees the launch of new contextual introductions and branded Channel 4 continuity announcements. The four 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.

As well as TV, the partnership will include new content on Channel 4'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 also be supported by multi-channel activation including social media.

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