Benenden Health and ITV launch new partnership

National healthcare provider and broadcaster unite to encourage the nation to 'Press Play on Your Health'.

10 September 2025, by Megan Anderson.

Not-for-profit, affordable healthcare provider Benenden Health and ITV have partnered on a national broadcast campaign titled, 'Press Play on Your Health', aiming to encourage the nation to take control of their own health and wellbeing at a time where NHS waitlists and traditional private medical insurance costs are high.

The multi-channel campaign, running from September to December 2025, is supported by ITV talent including AJ Odudu, Ruth Langsford and Will Mellor in a series of TVCs. The campaign shows a health issue putting people's life on pause, with Benenden Health encouraging them to 'press play' on their health, whether it's by booking an overdue GP check-up or opening up about mental health, the messaging is focused on making health a daily priority.

The campaign will include three TV adverts at 30 seconds each: Odudu stars in an 'entertainment' ad, Langsford in a 'daytime' ad and Mellor in a 'drama-themed' ad. Benenden Health and ITV are also launching five continuity ads concentrating on key proactive healthcare priorities, including sleep health, workplace health, diagnosis and GP access.

The ads share three everyday stories: managing a boom mic in a studio, cooking a delicious stir fry, and taking part in a game show. Each moment is interrupted and put on pause when the person experiences a health concern. But with Benenden Health’s services, introduced by the talent, they’re able to ‘Press Play’ on their health and get back to living life again.

Odudu, Langsford and Mellor also appear in a social media-only campaign, where they will share their own experiences of pressing play, or pause, on their own health and wellbeing.

Benenden Health was supported by the ITV team, alongside production, media and creative development from WPP Media's ‘Creative Futures North’ team, EssenceMediacom Leeds and McCann Leeds, with Simon Willows directing the ads.

Adele Smith, Senior Marketing Manager for Brand at Benenden Health comments, “In a world where health often takes a backseat to busy schedules and long NHS wait times, I am proud to share that Benenden Health, with the support of broadcast giant ITV, are offering an affordable, accessible solution. A call to action that says: your wellbeing deserves attention now, not later.

“With ITV's reach and storytelling power, this campaign will showcase that we are only one step away from life being put on pause due to ill health. We will be able to show ITV’s viewers how they can press play again with Benenden Health.

“But we are not just showcasing Benenden Health’s services, we're building a community. Through humour, honesty and a fresh tone of voice, we are showing that healthcare can be both serious and uplifting. It's healthcare done different, and ‘Press Play’ is the anthem.”

Jason Spencer, Business Development Director, ITV said: “We’re proud to launch this unique collaboration with Benenden Health to help the nation ‘Press Play’ on their health.

“By using the power of ITV we're able to help viewers make a positive change towards their health with a call to action, which is what makes this partnership so impactful."

Charlotte Beech, Partner, Head of Creative Futures at WPP Media's EssenceMediacom North, said: “‘'Press Play on Your Health' is a campaign designed to connect with audiences - whether that’s during their favourite drama, a cup of tea with daytime TV, or bringing the family together with light-hearted entertainment - disrupting these moments that matter to remind viewers just how important it is to take charge of your health.

“Working hand-in-hand with Benenden Health and ITV, we developed a creative partnership that aligned each customer story and talent with the most relevant and engaging viewing contexts. Our role was to ensure that the campaign's message didn't just reach millions, but resonated with them, inspiring people to take small, proactive steps towards their health and wellbeing.

“We are proud to continue building on our award-winning partnership work with Benenden Health and encourage the nation to 'Press Play' on their health.”

Olly Sowden, Managing Director of McCann Leeds “We are thrilled to be working with the team at Benenden Health to bring the ITV campaign to life.

“Following the success of the 'Time for a check-in' and 'Britain, we've got you' campaigns, this is the next part of the jigsaw and journey we and Benenden Health are going on as a brand, reinforcing that fact that Benenden Health is doing private healthcare differently. And there is more to come in 2026!"

The series of TV advertisements will show during popular TV shows, including National Television Awards on 10th September, Cold Water on 14th September, and Beat the Chasers on 21st September, throughout the three-month period.

The new partnership follows the previous success of Benenden Health’s 2023 integrated partnership campaign with Channel 4, utilising the successful proposition, ‘Healthcare Done Different’. In summer 2023, lead creative agency McCann Leeds was also tasked with further evolving the Benenden Health brand building a new campaign that pushes forward that successful proposition and visual style.

To watch the Benenden Health and ITV TVCs, please visit our YouTube channel.