Medibank + Sharon Strzelecki get Aussies talking in new ‘Family Roast’ campaign via Colenso BBDO
Medibank has brought a beloved Aussie character back to life, with a few unexpected twists, in a bold new campaign for Medibank aimed at sparking more meaningful mental health conversations across Australia. The new campaign, created by Colenso BBDO, is fronted by Magda Szubanski’s famous character Sharon Strzelecki and introduces ‘The Medibank Family Roast’ – a new card game co-created with mental health experts to help families, of all kinds, open up and connect on a deeper level.
Last week, Australia learned that Szubanski has been diagnosed with Stage 4 Mantle Cell Lymphoma, a rare and fast-moving blood cancer.
Over the last three months, Medibank and Szubanski have been working closely on the nationwide mental health initiative. Szubanski is passionate about raising awareness and advocating for better mental health and her commitment to that cause continues through the launch of the Medibank Family Roast.
With Szubanski’s support, the initiative has launched with a 60 second TVC, directed by Dave Wood through Good Oil, that stars Sharon Strzelecki and two surprise guests, her never-before-seen children Tim and Pam as they open up new conversations together.
Medibank worked closely with Szubanski in creating her famous character’s fictional children, ensuring they stayed true to the character itself as well as reimagining Sharon Strzelecki in 2025, where she would be living, what she would be doing, and what her relationship with her children would be.
Says Szubanski: “Supporting the mental wellbeing of Australians has always been close to my heart – whether through making people laugh, or through raising awareness and funds for trauma. This is a fantastic initiative, and we hope it gives everyday Aussies some practical tools to better understand mental health and connect more meaningfully with one another.”
Says Dr Andrew Wilson, Chief Medical Officer and treating psychiatrist, Medibank: “Mental health touches every family and every community and is at the heart of our national wellbeing. Magda has been an incredible partner to work with as we created something we hope can facilitate more meaningful conversations among Australian families of all kinds, whether biological, chosen or adopted. In the face of Magda’s cancer diagnosis, she is determined this important work continues.”
Creative Agency: Colenso BBDO
Production Company: Good Oil
Director: Dave Wood
Media: Carat Melbourne
Campaign PR: Eleven
Social: Tiny Disco
Media Partners: NewsCorp and Mamamia
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