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The campaign is aimed at self-pay patients considering this major but discretionary procedure. In keeping with the new approach for the Benenden Hospital brand as a whole, the theme of the campaign is about taking control of a situation to improve one’s quality of life. The tone is positive, upbeat and empowering.

The concept emphasis is put on making a choice that will ensure a healthier future. This is reinforced with the outline of the model being filled in with positive, honest words associated with the wide range of weight loss treatments Benenden Hospital offers.

The campaign feeds neatly into the over-arching positioning of the hospital as being there to provide sensitive and expert support to people who want to take more control of health issues and live life to the full.