Members Health aligns with industry super funds in battle against for-profit health insurers in new spot via The Shannon Company
Members Health Fund Alliance, a group of more than 25 not-for-profit health insurance brands, has launched a national campaign, developed by behaviour change specialists The Shannon Company, urging Australia’s five million industry super fund members to join one of their funds.
The digital campaign draws a strong contrast with for-profit health insurers, highlighting that like industry super funds, Members Health funds are run for people not for profits.
The campaign depicts for-profit health funds, such as Medibank, AHM and nib, as being run to benefit investors wearing sharp suits and cufflinks, while Members Health funds put the health of their members first.
The digital campaign is targeting health insurance ‘switchers’ and ‘first timers’.
TSC managing director, Ian Forsyth, said the aim is to make more Australians aware that there are health funds that put people before profit, and that they are more than viable alternatives to the big name funds focused on looking after shareholders or overseas owners.
Says Forsyth: “The values of Members Health funds and industry funds are very much aligned.
“So it makes sense that if you’ve put your super with an industry fund rather than a big bank, then you’d also want an organisation with the same values looking after your health.
“The recent financial services Royal Commission highlighted just why industry funds are a better option, and we believe there are remarkable parallels with the people before profit ethos of Members Health funds.”
Client: Members Health Fund Alliance
CEO: Matthew Koce
Creative: The Shannon Company
Strategy: Lily Tidy
Client Services: Gemma Clancy