Benenden Health has partnered with LADbible Group on its first social-led campaign, to encourage people to stop putting off health concerns.
It’s Your Health on the Line launches this morning, centring around a bright pink, branded phone box, installed in Manchester. It will be supported by a creator-led content partnership across TikTok, Instagram and LADbible-owned channels.
Influencers will visit the phone box and share their health questions.
The second phase of the campaign, ‘Do What You Love for Longer’, will launch in October and focus on championing preventative health and encouraging people to take action on small health issues today, to protect their future wellbeing.
It’s a major marketing shift for the not-for-profit, which has usually focused on television-led marketing campaigns.
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“Too often, people ignore health concerns because life gets in the way. Between work, family commitments and the day-to-day pressures we all face, looking after our health can easily become tomorrow’s problem,” explained Andy McClure, Chief Commercial Officer at Benenden Health.
“Through our campaign It’s Your Health on the Line’, we’re using the power of creative storytelling and social media to start an important conversation about healthcare access. The pink phone box is a bold and highly visible reminder that support is available, and that taking action on your health with a private healthcare product through Benenden Health doesn’t need to be complicated or expensive.
“Working with LADbible allows us to reach audiences in a fresh and engaging way, helping us bring Benenden Health’s unique proposition to life for people who may not have previously considered affordable private healthcare as an option.”
Manchester was chosen for the launch following LADbible Group research revealing that 53% of residents say busy lifestyles prevent them from taking care of their health as well as they should, 43% above the UK average.
“Dr Google and AI can be useful for minor health information, but neither can replace a conversation with a qualified healthcare professional. Often lacking context, online health information can also leave people feeling more anxious or falsely reassured,” added Dr Cheryl Lythgoe, Nurse Consultant at Benenden Health.
“Benenden Health’s big message here is, if something is worrying you, don’t spend weeks searching for answers online. Services like our 24/7 GP supports early action that can make a real difference, when you’re juggling the responsibilities of everyday life on top of a new health concern.”
The campaign will run throughout the autumn.
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“LADbible is at its best when it turns the things people quietly worry about into conversations they want to have. Health is one of those things, everyone is affected, but too many are putting it off because life gets in the way,” said Victoria Bickle, Managing Director, LADbible Group.
“By pairing a bold creative idea with the reach and relevance of social, this campaign gives people a reason to stop, engage, and take action on something that really matters.”
