Health Partners launches new ‘Health Insurance, Done Right’ brand platform via SDWM

South Australian health insurance provider Health Partners has redefined its brand to showcase the philosophy that sets them apart – ‘Health Insurance, Done Right’ in a new campaign via SDWM.

The not for profit fund, recently recognised by CANSTAR for having Australia’s most satisfied customers, has always proudly put people before profits, and the new platform demonstrates the difference this focus, and the right kind of cover can make.

Says Lalena King, general manager, Health Partners: “At Health Partners we believe insurance for the most important thing any of us have – our health, should be done right. So, we have listened to our members and the South Australian community and they’ve clearly told us what that means. This insight has shaped not just the resulting campaign, but our operations and offering.”

Says Elle Bullen, creative partner, SDWM: “The bold, playful campaign content is a tonal shift for the brand, aiming to cut through in a straight shooting, refreshing way by openly acknowledging people’s frustrations with the industry and exhibiting how Health Partners seeks to do health insurance right for their members.”

To further signal the focus of the business, a redesign of the brand identity has accompanied the new platform.

Says King: “Our brand name ‘Health Partners’ clearly articulates our vision of being our members’ trusted health partner throughout life, and we wanted this to come to the fore in our identity.

Says Jake Turnbull, design director, SDWM: “With a focus on contemporizing the brand for the coming years, the dual typeface in the new brandmark symbolises the partnership Health Partners has always shared with its members. The new Health Partners brand identity significantly matures the health fund. Both confident and relevant, its simplicity reflects the singularity of the brand’s commitment to doing health right.”

The campaign launches across TV, digital, social and OOH.

Client: Health Partners
Creative Agency: SDWM
Production Co: Accordion Productions
Producers: Greg Toolen & Adam Litchfield
Director: Grantley Smith
Photographer: Chris Von Menge
DOP: Edward Goldner
Art Dept: Anthony Jarvis
Offline: Michael Houlahan
Online: Mr Fox Post
Sound Studio: Windmill Audio
Casting: 99 Casting
Media Agency: Advertising Associates
Research Agency: Bower Kemp Research. Torchlight Research.