We needed a powerful single-minded idea that communicated the unique concept of a mutual healthcare society. We came up with: “If your health ever needs a helping hand, there are a million of us to look after you”. After that, we just had to avoid traditional stock photography of ‘happy people’ that we associate with private medical insurance advertising. We feel that by using the hands, we created an authentic and inviting proposition and brand identity.

The new creative approach was a radical departure in terms of brand identity for Benenden, elevating their unique proposition above private medical insurance. It was extremely well received by employees, members and partners. They felt that the key strengths of “mutuality” and “NHS-friendliness” that are integral to Benenden’s brand ethos were communicated to a cold audience succinctly, clearly and warmly. All test cells were very small but initial results are encouraging and roll out/refinement is planned for spring 2004. Response to 1 stage DM individuals test: average 1%. Response to 2 stage appointment generation pack: average 0.5%.