B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Federal Election
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • State of Origin
  • Cannes Lions
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • EssenceMediaCom
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: HCF Puts Health First In Fresh Rebrand
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > HCF Puts Health First In Fresh Rebrand
Marketing

HCF Puts Health First In Fresh Rebrand

Staff Writers
Published on: 16th May 2016 at 10:26 AM
Staff Writers
Share
4 Min Read
SHARE

HCF has lifted the curtain on its bold brand refresh with a new multichannel marketing campaign, which kicked off yesterday. The brand refresh includes a new visual and verbal identity, new website, a new creative campaign and the roll out of major digital marketing transformation.

The brand refresh marks a significant shift for the business, as HCF embarks on a journey to demonstrate true differentiation in the cluttered Private Health Insurance market.

‘Health Comes First’, the new creative platform born out of consumer insight around the demand for an insurer that puts health ahead of profits, will be taken across owned, earned and paid channels including direct member communications, sponsorships and ATL.

The creative platform is being brought to life through a new ATL campaign, titled ‘Health is…’, going live across metro and regional TV, cinema, digital, mobile, print, out of home, proximity, social, point of sale and PR. Demonstrating the importance of health, the creative highlights HCF’s key point of difference among its major competitors, with the powerful statement “Health Is…Not-For-Profit”.

https://youtu.be/RiTME_SAlY0

Jenny Williams, Chief Marketing Officer, HCF, said, “The new brand proposition and visual identity allows us to talk about ourselves differently, in a bolder and more memorable way.”

“Above all else, in everything that we do, we put our members’ health first. We believe being a not-for-profit is a powerful proof-point for consumers, and this new direction aims to illustrate what this means for our members.”

The new TVC demonstrates a clear shift in creative direction for HCF, featuring a high-energy drumbeat driven soundtrack and bold text overlayed on shots of real Australians, some of whom have conquered serious personal health issues, including a double-amputee surfer, a breast cancer survivor with a double mastectomy, and a professional footballer recovering from a damaged spine.

“Our new creative showcases the health trials and triumphs of some extraordinary Australians, and shows what “Health Is” – something to be valued, invested in and taken seriously. Health is so important, yet we often take it for granted until there is a problem,” Williams added.

hcf1

“Health also means different things to different people. The creative also showcases the big and small things that mean good health to people.”

The brand refresh comes as HCF continues to grow and expand its digital footprint with the launch of four new lifestyle apps, available to both members and non-members. Designed to assist people in a range of health areas including Exercise (Get Fitter), Mindfulness (Be Happier) Quit Smoking and Nutrition (Eat Better) to follow after the launch.

“Our key brand proposition remains unchanged – we are Australia’s largest not-for-profit, putting members’ health first since 1932. Our new brand campaign will increase awareness of our not-for-profit status and help consumers understand why that is good for them,” Jenny Williams says.

“This is another step in the long-term process of transforming the HCF brand, and we will continue to evolve and achieve our vision of making healthcare understandable, affordable, high-quality and customer-centric.”

Agencies: Advertising Creative – The Monkeys; Media – Match; Brand & Segmentation – Push Collective; PR – Buchan; Website – Deloitte and Apps – Project Factory.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Billboard, STW Group, YouTube
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra & Herpes Fly The Flag For Australasia In Final Cannes Lions Awards
21/06/2025
Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?