Benenden is a mutual, not-for-profit organisation that provides affordable health insurance to supplement the NHS when waiting times are unacceptably long. Last year they paid the full cost of treatment for 90,000 members in 22 private hospitals across the UK. Our brief was to top up the membership by recruiting younger families.
Our creative solution positioned Benenden as an enabler for families wanting to ‘live life to the full’ without investing a fortune in healthcare. A cheerful illustration style depicted happy family members from the entire age spectrum – and we supported our direct mail piece with a landing page where new members could sign up.