Not-for-profit health fund HCF has revealed the latest iteration of its ‘Health Comes First’ platform, featuring a creative that imagines a world where health comes first to inspire Aussies to rethink what contributes to their wellbeing.

The new spot re-imagines everyday scenarios where health is now the first priority. Scenes include cyclists on street with no cars, free sunscreen at the beach, a veggie van (instead of Mr Wippy), a commuter train transformed into a gym, and a happy and healthy 100 year old celebrating their birthday.

The creative is the latest evolution and continuation of the brand’s major refresh, which began in May last year. It also follows the ‘HCF Health Intelligence’ campaign and TVC launched earlier this year.

Jenny Williams, chief marketing officer at HCF, said: “We are proud to unveil the new creative, which is a natural and bold evolution of the ‘Health Comes First’ platform first launched last year.”

“At HCF, we are committed to putting the nation’s health first and want to empower every Australian to do the same. The new creative imagines how we could all create a world where health is the number one priority through examining everyday experiences most Australians can relate to.

“With this, we hope to inspire Australians to reconsider their own lives and the positive steps they can take every day to join us in championing their own and other Australians’ health.”