Aussie not-for-profit health fund HCF has today unveiled a new ad featuring a range of characters who don’t understand the concept of putting people before profits.
The new campaign, titled ‘Profit Hungry’, aims to communicate HCF’s not-for-profit status and its proposition that ‘your health shouldn’t be for profit’, differentiating the health fund from the other large players in the market.
The campaign depicts profit-hungry characters who are horrified to learn that HCF uses its profits to give back to members and offer them more benefits from their health insurance.
The new creative will feature on TV and digital in 30-second, 15-second and 6-second formats, as well as outdoor and radio, bringing to life the idea that profits are used to support members rather than shareholders.
This is the first new creative from HCF since May last year, when the brand launched its ‘Imagine a world where health comes first’ campaign.
The ‘Profit Hungry’ creative is also the first time HCF has stepped away from its ‘Health Comes First’ platform as part of its brand relaunch in May 2016.
Danny Saksida, chief officer of business growth at HCF, said the new creative marks an important step in the evolution of the brand since the relaunch.
“Having consolidated our brand position as the health fund that puts your health first, it is time to make our not-for-profit status meaningful to consumers,” he said.
“The ‘Profit Hungry’ campaign demonstrates how we use our profits to benefit our members. We are a unique major player in the health fund landscape.
“Being not-for-profit means that we don’t answer to shareholders – we answer to our members and they are our focus. We believe that your health should not be for profit.”
Agency credits: BWM Dentsu, Good Oil, The Butchery, Nylon Studios, Blue 449 and Mindbox.