Declining confidence in the NHS provided a growth opportunity for Benenden Health, a non-profit, mutually owned private healthcare company, if it could become better known and shift negative perceptions about its affordability. A strategy was agreed to increase awareness, emphasize accessibility, and feature mental wellbeing and women's health as part of the brand’s inclusive offer. Via a Channel 4 partnership, advertising featured screen talent talking frankly to each other about health issues. Evidence the campaign worked includes uplifts in behavioural and brand metrics, and almost 90% of a three-year membership growth target was reached within 18 months.