Always upfront

True pioneers tend to like being first. And as the original – and market leading dental payment plan provider, Denplan were keen to keep things that way.

So, with impending – and hugely significant – changes to NHS contracts looming on the horizon, Denplan needed to demonstrate their thought leadership – providing NHS dentists who may be feeling confused or unsettled, with some reassuring and constructive information.

Our mission was to engage dentists, informing them about the contract reform and asking them to consider how future changes could impact their patient care, practice and profitability. And to demonstrate how Denplan could help them navigate each scenario.



  • Brand development
  • Campaign identity
  • Design & Art direction
  • Copywriting
  • Direct mail
  • Advertising
  • Print
Denplan If Campaign Quotes

Word power

First up, we wanted to give Denplan an authoritative voice, befitting their market-leading position. So, we created an integrated campaign that straightaway reinforced their status, giving their dentists who saw it confidence.

The IF campaign – In Front – not only confirmed Deplan as pioneers but demonstrated their clear thought leadership in NHS contract issues. It positioned them as the obvious first choice for practices wanting to move away from the NHS, demonstrating the unparalled support and advice they could offer to those contemplating making the leap.

Combining a bold, memorable, typographic approach with intelligent, thought provoking copy, the campaign encompassed a wide mix of activity from trade press advertising, direct mail campaigns, PR and social media to seminars and research.



Denplan If Campaign 2
Denplan If Campaign 3
Denplan If Campaign showing illustration detail
Denplan If Campaign 5
Denplan If Magazine Cover
Denplan Receipt Campaign
Denplan If Receipt Campaign Gif 2

Crowning glory

The campaign was a success on a number of levels. It achieved high levels of engagement and a great social media response, resulting in us featuring dentists’ input in later ads to maintain momentum. It was also recognised in the FMC awards, winning ‘Marketing Campaign of the Year’.

Fable really took time to immerse themselves in our business and brand. A creative team that really thinks about our objectives, and produces great ideas combined with finely crafted design and copy that stands-out.

Richard Ward
Head of Marketing