Profit-Hungry Billionaires Highlight HCF’s Not-For-Profit Status In New Ad Campaign

Profit-Hungry Billionaires Highlight HCF’s Not-For-Profit Status In New Ad Campaign
SHARE
THIS



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.

Please login with linkedin to comment

HCF Profit Hungry

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]