In a groundbreaking move that redefines member engagement, HCF, Australia’s largest not-for-profit health fund, has launched the “Value Ads” initiative, allowing members to take over a significant portion of the brand’s advertising space for their personal use. This initiative is a continuation of HCF’s “We Put Our Money Where Our Members Are” creative platform, developed in collaboration with Clemenger BBDO.
A New Era of Member Engagement
HCF’s “Value Ads” initiative is a testament to the organization’s commitment to providing greater value to its members. With no shareholders to answer to, HCF focuses solely on enhancing member benefits. The health fund has earned more Canstar Awards than any other health fund, receiving accolades for its outstanding services from 2008 to 2023. Members also benefit from the lowest average rate rise among the five largest health funds and have access to various health and thank-you programs.
The “Value Ads” initiative, launched on May 12, takes this member-first approach to new heights by offering 60% of the brand’s advertising airtime and Out Of Home (OOH) advertising spaces to members. This includes placements on TV, radio, social media, digital platforms, bus stops, and shopping centers.
Real Member Stories in the Spotlight
The campaign features over 6,972 unique ad placements, showcasing real member stories across multiple media channels. For instance, in one TV ad for HCF Life Protect life insurance, Kurt, an underwater metal detectorist, uses his airtime to try and reunite a wedding ring he found at the bottom of Empress Falls, NSW, with its owner. Another ad highlights Jemma, who uses her national TV time to thank her doctor for her liver transplant and show the medals she won at the Transplant Games.
These ads are just the beginning. Other stories include a pregnancy reveal, a wrestler flaunting his biceps, a hopeful film star’s audition tape, and kids demonstrating their scooter moves and yoyo tricks. Each ad underscores the diverse and vibrant lives of HCF’s members, bringing a unique and personal touch to the brand’s advertising efforts.
Innovation at Its Core
Tatiana Papavero, HCF’s General Manager of Marketing, emphasized the innovative nature of the initiative. “At HCF, we’re always looking for new and innovative ways to bring value to our members. We needed to hone in on the value members are seeking in a meaningful way. Consumers want enduring value, something this campaign shows HCF delivers in spades. We’re so excited to share some of our fantastic members’ stories in this positive and authentic way.”
Tristan Graham, Executive Creative Director at Clemenger BBDO, echoed this sentiment, highlighting the campaign’s impact on brand perception. “HCF is going from strength to strength in terms of brand salience and likeability—proof that when you have a clear point of view on the world, and a unique way to bring that view to life creatively, it’s easy to create effective, breakthrough work.”
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A Positive Reception
Since its launch, the “Value Ads” initiative has received positive feedback from both members and the wider community. By giving members a platform to share their stories and achievements, HCF is reinforcing its commitment to member-centric values. This initiative not only enhances member engagement but also builds a deeper connection between the brand and its audience.
In an era where authentic storytelling is crucial for brand differentiation, HCF’s “Value Ads” initiative sets a new standard for how brands can creatively leverage their advertising spaces to benefit their communities. This member-first approach is not only innovative but also reflective of HCF’s core values, making it a trailblazer in the health fund industry.
About Clemenger BBDO
Clemenger, part of the BBDO network, is an Australian creative and innovation company with offices in Sydney and Melbourne. We wield creativity as a force for change, to reframe norms and to rethink accepted wisdom. We live by our proposition – Rewrite the Rules – born of the conviction that we can change the rules holding businesses, brands and people back from growth and greatness. Today we are a union of diverse practitioners. From innovation to communication. From data to design. We rewrite the rules to create platforms for brands and businesses to grow. And we realise the value of those platforms across communications, media, technology, experience and culture.
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