HBF Sends “Get Well” Wishes Through New Brand Platform

HBF Sends “Get Well” Wishes Through New Brand Platform
Susan Shrimpton
By Susan Shrimpton



HBF, Western Australia’s largest health insurer and Australia’s second largest not-for-profit health fund, have launched a new brand platform, “Get Well” to reaffirm that helping its members through life’s big health moments is its reason for being.

“Get Well,” developed in partnership with Cummins&Partners, is an external expression of HBF’s core promise, to deliver for its members in the moments that matter.

HBF executive general manager of member experience Selina Torrance-Duncalf said: “It could be welcoming a newborn into the world, preparation for knee surgery, or recovery from illness.

“We will be there, beside our members, to help them navigate the health system, while they concentrate on getting well,”

“We have helped generations of Western Australians look after their health for 78 years, and we will be beside them for another 78,” Torrance-Duncalf said.

A new campaign featuring “Get Well” launched at the weekend with a major integrated roll-out, including TV, digital, OOH, print, radio, online films and across all owned assets.

The campaign creative features Bernard Fanning’s iconic song “Wish You Well” as HBF continues to partner with Australian talent.

Cummins&Partners chief creative officer Sean Cummins said “Get Well” is a powerful pair of words reserved for those we care about most.

“HBF’s brand heritage in WA runs deep. The warm, caring sentiment behind “Get Well” reflects the closeness HBF has with so many of its members, and the WA community at large.”

In the coming months ‘Get Well’ will roll out across HBF’s flagship community running and walking event, ‘Run for a Reason’ and its suite of home, car and travel insurance offerings.

“From getting well covered on your holiday, to getting well insured on the road, we think Get Well is the perfect sentiment to stretch across our entire range of products and services – as each is designed to make sure you’re looked after in the best way possible,” Torrance-Duncalf said.

Campaign credits:

Client: HBF

Agency: Cummins&Partners

Media Agency: OMD & Resolution Media

Production Company: The SweetShop

Photographer: Heather Dinas




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