Benenden Healthcare Society is one of the UK’s oldest and most respected mutual healthcare societies. Its members are existing and former public sector employees covering the Civil Service, local authorities, the Post Office, BT, the Armed Forces and other organisations.

In June 2006 York-based Benenden wanted to extend its direct communications with members through the production of a regular member magazine, mailed out to homes and also available online.

Benenden required a consumer-style magazine providing a range of health-related articles which would be relevant to its broad membership.

Features about food and recipes and exercise were seen as key regulars, while other features would be linked to seasons and topical issues at the time of publication. Strong photography and innovative design were an absolute must to help deliver a bright, bold, easy-to-read magazine.

Kindred developed the concept of ‘benhealth’, a quarterly magazine for members which has successfully evolved to become a key part of the benefits offered to Benenden members.

We came up with ideas for regular columns in the magazine to encourage reader feedback and membership involvement, and suggested the use of advertising in the magazine to help offset costs to the client.

Kindred produces the magazine from inception to delivery. This includes: content idea generation and planning; copywriting; editing; photography and picture research; flat planning and sub-editing; design and layout; proof reading; advertisement sales; print; online version; fulfilment and distribution and overall project management.

Benenden is an award-winning 400,000 circulation publication which is well received by members (it generates a healthy postbag), and indeed the client.

The magazine has twice won the ‘Best Writing’ category of the British Association of Communicator’s in Business (CIB) Northern Awards (2006 and 2007) and in 2008 it won an Award of Excellence in the ‘Members’ Publications’ category of the national CIB awards.

View the current issue of benhealth at www.benhealth.org.uk

“From day one of their appointment the Kindred team demonstrated their understanding of our organisation, recognised the democratic process we are governed by and showed their ability to deliver to our own high standards. Kindred’s approach has ensured that our award-winning magazine – benhealth – is a quality product, delivered on time, and well received by our members.

We enjoy working with Kindred – a professional and friendly organisation at all times.”

Paul Keenan, External Affairs Manager