HCF unveils new campaign that makes uncommon care feel like common sense via Integer

HCF, Australia’s largest not-for-profit health fund, has today unveiled a new brand platform and multichannel campaign via Integer that taps into the many ways HCF puts the health of their members first.

The new above-the-line campaign, titled ‘Uncommon Care,’ demonstrates how everyday Australians do uncommon things for the people they care about, and draws a parallel to how HCF regularly goes above and beyond to care for their members.

From a couple of inner-city friends en route to a cosplay event, to an elderly man’s unexpected compassion for his young neighbour, the care demonstrated in the new campaign by the central characters reaffirms HCF’s role in being there to look after their members when they need it the most.

The campaign marks a clear shift in creative direction for HCF, focusing on a series of believable and honest portrayals of moments Australians can relate to.

Greg McAweeney, chief officer of business growth at HCF, said the new campaign is all about showing Australians that HCF is committed to putting people before profit.

Says McAweeney: “Prioritising members before profit is at the very heart of who we are and what we do. Being not-for-profit means we can and do behave differently to other funds, and this new campaign illustrates what this means for our members.

“We wanted to develop a campaign creative that’s inviting and is delivered through real and relatable performances. As our focus is our members, we wanted the core of the campaign to remain central around the characters – who represent everyday Australia and whom we can instantly empathise and connect with.

“This is an exciting direction for our brand and builds on our core belief of being a business where we show our members an uncommon level of care and compassion. Going above and beyond for our members isn’t something we consciously do, it’s something that simply makes sense to us.”

The ‘Uncommon Care’ campaign will come to life across metro and regional TV, digital, radio, print, OOH, PR and in branch.

Creative – Integer
Media – Blue 449
Digital – Mindbox, Slik Digital
Production/OOH – Serendipity
PR – Palin Communications