HBF reassures WA that ‘everything’s gonna be alright'

6 April 2020

Creative Agency: Cummins&Partners

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The health fund has released a new TVC via Cummins&Partners.

HBF, WA’s largest not-for-profit health fund, is trying to raise the spirits of the community during these difficult times.

The health fund has supported Western Australians through the good times and bad for 79 years.

Its focus continues to be its members, staff and community and this has highlighted through actions taken in response to the current Covid-19 pandemic.

HBF was the first organisation to cancel a mass attendance event back in early March – ‘HBF Run for a Reason’ a charity event which is a major contributor to the WA community and has over the 30k participants.

HBF was the only major health fund to outright cancel any 2020 premium increases; and it has closed branches and redirected staff to WFH managing inbound calls and working online – all to protect the health and well being of members, community and staff.

So to raise the spirits of the WA community and honour those at home and our health community during this difficult time, HBF and Cummins&Partners created a heart warming campaign to remind us that even in our darkest hours, there are examples every day of people doing incredible things – from heroic acts to simply raising a smile in the most unexpected of circumstances.

The TVC, set to Mike Yung’s “Alright”, features real footage gathered from friends, family working from home and social media and provides a unique experience into their lives; all filmed their experiences on their phones.

Lou Ardagh, head of narketing, HBF says: “We wanted to remind West Australians and our members that we’re here for them, and we know they have the strength and resilience to get through this. These good news stories, as well as our inspiration, became the backbone of the campaign.”

Sarah McGregor, creative director, Cummins&Partners says: “Human beings are amazing. And this has never been truer than the times we’re living in. Right from the start of this crisis, on the news and in our news feeds, we’ve seen countless acts of empathy, courage, humour and humanity.”

The TV campaign will be supported by press, radio and social.

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