HCF puts trust back into health insurance in latest advertising campaign via Integer


Screen Shot 2019-01-22 at 5.47.38 am1.jpgAt a time when Australians are feeling uncertain and disillusioned about health insurance, Australian not-for-profit health fund, HCF, is reminding its members in a new campaign via Integer, that after more than 85 years of service, it is still considered Australia’s most trusted health insurer.

HCF has launched its latest advertising campaign today, called ‘HCF Trust’, across Australia in celebration of the health fund receiving the top score as Australia’s most trusted health insurer in the 2018 Roy Morgan Net Trust Score Survey.

Screen Shot 2019-01-22 at 5.47.22 am.jpgThe campaign creative points out every day experiences that often leave Australians cynical – such as the internet, public transport, weather and phone battery life. Through various advertising executions, HCF references these common annoyances to reassure Australians they can still trust their health insurance.


The top ranking from Roy Morgan also supports HCF’s continued growth. Over 120,000 Australians chose to switch to HCF from other funds in 2017.

Greg McAweeney, chief officer of business growth at HCF, said the new campaign is all about reassuring Australians that HCF continues to be committed to being champions for their member’s health.

Says McAweeney: “Our latest campaign is purposefully focused on trust because we recognise that many Australians areScreen Shot 2019-01-22 at 5.47.50 am.jpg feeling uncertain about health insurance at the moment. We are going to be faced with a lot of changes, including the upcoming reforms, rate changes and the federal election. We want to give our members reassurance that we will continue to deliver high quality and affordable health cover.


“We’re proud that we are considered the most trusted health fund in Australia and our priority will always be to our members. For us, our not-for-profit positioning means we operate wholeheartedly for our members. We pay the highest claims rate ratio, compared to shareholder-driven health insurers, and we’ve paid out more benefits to members than the industry average over the past 5 years.”Screen Shot 2019-01-22 at 5.48.02 am.jpg


HCF will roll out its new advertising campaign today across digital, outdoor and radio platforms.


Integer (tier one agency) – creative concept and master campaign templates, working closely with all other agencies to ensure contextual relevance across media activities

Blue 449 – OOH and radio approach to market and implementation

Mindbox – digital strategy and implementation

Slick – dynamic templates for programmatic display

Serendipity – production roll out of creative assets for OOH, Local Area Marketing (LAM) and in-branch POS

Palin Communications – PR and media