Media agency PHD Manchester and Sky Media have launched a new integrated multi-channel campaign for Benecol which features Olympic athlete Colin Jackson.
The campaign, titled Uncover Your Cholesterol, has launched to mark National Cholesterol Month in October to encourage adults to get tested and to find out about their cholesterol levels to reduce the risk of serious health problems.
The campaign for Benecol has been developed through a collaboration between Sky Media, Omnicom Media Group’s PHD Manchester, Mind+Matter and social agency Thinkhouse.
It features athlete Colin Jackson speaking with volunteers about when he discovered he had high cholesterol in 2006 to highlight that any adult can have high cholesterol levels.
The media partnership will run the content throughout October across TV and VoD including during football matches and Sky entertainment programmes.
The campaign will also include paid social and a PR campaign which will feature a number of national and regional interviews with Jackson across TV, radio, print and digital media.
Sky’s tailored advertising service AdSmart will also be used to target consumers and Sky AdVance will target viewers with brand display ads.
Rob Adams, Media Manager at PHD Manchester, said: “The commitment and collaboration between Benecol, Sky Media and each of the key agency partners has been key in delivering a consistent campaign which helps Colin connect with UK audiences.
“Pooling our collective expertise to shatter misconceptions and raise awareness about the importance of cholesterol testing has made this a rewarding campaign to be a part of.”
Sarah Jones, Director of Planning at Sky Media added, “Cholesterol Awareness Month is the ideal time for Benecol to put this important message front of mind. Across our linear, VoD, AdSmart and Advance products, we’re helping them tell their story in premium content, wherever people choose to watch.”