Sydney, Australia – As an extension to the organisation’s “Uncommon Care” health platform, not-for-profit health fund HCF has launched its newest multi-platform campaign, centered around the message that sometimes, our everyday mundane actions are to be considered as uncommon health insurers.
Conceptualised alongside creative agency Clemenger BBDO, Ant Phillips, creative director at Clemenger BBDO stated that the campaign lives by the message of whether it’s a last-minute floss to trick the dentist, or wishing you didn’t have to de-robe in front of a fully clothed stranger, when it comes to our health, there’s a lot of stuff we all have to go through.
“This campaign is grounded in the common human truths we all relate to, contrasted with what makes HCF an uncommon health insurer. Being a not-for-profit they can do things a little differently and genuinely offer things other health insurers can’t,” Philips said.
The campaign is built on the proposition of HCF being able to serve its more than 1.75 million members, with industry-leading health and wellbeing programs, services and tools to help members live happier and healthier lives, while striving to keep the cost of health cover as low as possible.
For Tatiana Papavero, head of advertising at HCF, noted that while the journey through life is something we all have in common, at HCF, they like to bring everyone the uncommon and this new campaign explores that in a humorous and human way.
“The Uncommon Care platform is an organisational belief at HCF. It means putting people before profit. We know we’re not a typical health fund – we genuinely want our members to get great value cover and to know that when it comes to health, they can always count on us to go that extra mile to deliver outstanding experiences,” Papavero said.
Meanwhile, Jim Gall, CEO at Clemenger BBDO, commented, “We’re really proud of this work and the partnership we’ve forged with HCF since being appointed late last year. As Australia’s largest not-for-profit health insurer, HCF has so many incredibly positive stories to tell. I am confident this campaign is the beginning of an exciting creative journey for both businesses.”
The campaign launched this week with executions across TV, OOH, radio, social, digital and in-branch. This also marks the first work from Clemenger BBDO, recently appointed as HCF’s creative agency of record.
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