Our new campaign for Benenden Health was informed by the fact mid-life men access health services far less than women, with many waiting until the last possible point to get a health worry checked.

The Wake-Up Call campaign aims to encourage men to tune into their health by highlighting real wake-up call moments from men who have experienced them. We told these powerful stories alongside actor and TV personality, Will Mellor, who experienced his own wake-up call and was keen to help tackle the widespread pattern of men delaying, downplaying and deprioritising health concerns.

Research supporting the campaign showed that seven in 10 UK men ignore worrying health symptoms, with many admitting they prioritise the wellbeing of loved ones over their own health. The campaign landed over 60 pieces of coverage including Daily Express, Daily Mirror and talkSPORT.

Watch more about the campaign here