Benenden Health

Client: Benenden Health

The moment ITV stood still to get Britain moving on health. 

Healthcare advertising had become safe and predictable - calm voices, soft focus, reassurance in the break. So for a brand that lives its 'Healthcare Done Different' philosophy, ITV and Benenden Health did the opposite: we pressed pause on the nation's favourite TV, making the disruption of a health concern impossible to ignore. It got people thinking about their own health as well as the brand: 80% said the partnership made them realise the importance of their health and wellbeing. Purchase intent reached its highest recent level, moving Benenden into second position as a first-choice provider, while incremental site-visit response almost doubled.