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Channel 4 to spearhead 10-month national health conversation

Time for a Check-in

Channel 4 has teamed up with Yorkshire not-for-profit healthcare provider Benenden Health and MediaCom North to encourage the nation to talk more openly about its health through the Time for a Check-in campaign.

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 this evening, Tuesday September 27, with a TV ad during the hotly anticipated return of The Great British Bake Off.

The campaign marks the first TV partnership for Benenden Health, kicking off with Odudu cycling through a British town asking the public about their various ailments, from bunions to brain fog.

The debut Time for a Check-in clip


A series of intimate TV ads will follow, featuring pairs of Channel 4 talent discussing their health in frank conversations, starting with McCall and Kemp chatting about their mental health. Running alongside these, Odudu and 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 vox-pop-style 4Studio series where Odudu will take to the streets and quiz the UK on their general health, 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 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 North, and further developed by the 4Sales Creative Hub alongside Bullion Productions, who produced the TV ad and social assets.

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 Benenden 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.”

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