Independent creative agency Edge has launched RT Health’s first integrated marketing campaign, “We see you”, following a competitive creative pitch in August.
RT Health was Australia’s first registered health fund and has been looking after the health of people in the rail, transport and energy industries since 1889.
The campaign taps into the fact that rail, transport and energy workers are the unseen, unsung heroes of everyday life and commerce.
Whilst for most of us these people fade into the background, RT Health sees all the hard work rail, transport and energy workers do to keep Australia moving. It also sees the specific health issues these workers suffer from that might often go unnoticed by others.
The campaign uses a spotlight device to demonstrate RT Health’s focus on rail, transport and energy workers with executions across TV, online video, social, radio and outdoor. All of the featured talent are real people who work in these crucial industries.
RT Health concurrently launched its new brand identity which is designed to speak more directly to their core audiences with the high-vis elements being representative of rail, transport and energy workers and their workplaces.
Says Adam Lee, chief marketing officer, RT Health: “RT is a niche player in the extremely competitive health insurance market. Our strength is our focus on meeting the health insurance needs of a very specific cohort. Our biggest challenge however, is brand awareness. Despite the fact we’ve been around for 133 years, we remain a well-kept secret – and that’s something we’re excited to improve on with this campaign. The creative idea developed by Edge, and supported via Slingshot’s tailored media strategy, nailed our focus with cut through and clarity.
“Our recent merger with HCF was key to implementing our plans and allows us to appropriately invest in building the brand. HCF recognised the opportunity to invest in the brand, the important role we play in supporting our industries and their workers, and that there is indeed a job to be done to ensure our rich history enjoys an equally bright future.”
Says Richard Parker, executive planning director at Edge: “The pandemic raised the profile of a segment of the Australian population that RT Health has been committed to supporting for over 130 years. Bringing the people in these industries to the forefront of the communications and recognising the uniqueness of their roles and the associated health insurance needs, is something only RT Health can do.”
The campaign launches in October.
Client: RT Health
Chief Marketing Officer: Adam Lee
Senior Marketing Manager: Georgie Hinrichsen
Marketing Executive: Kate Toulis
Communications Manager: Hayley Hardie
Creative Director – Steve Madgwick
Creative – James Gillespie, David Arns
Design – Waiton Fong, Sophie Millican
Producer – Grace Sheridan
Executive Planning Director – Richard Parker
Planning Director – Caitlin Ammann
General Manager – Nicole Gardner
Senior Account Manager – Donna Phan
Director: Toby Dixon
Producer: Belle Oliva
Post Production: The Hive
Designer: Graziela Machado
Designer: Elizaveta Pogossov
Media Agency: Slingshot
Head of Strategy – Lisa Overall
Head of Client Service – Laura Dodds
Investment Director – Jess Cooke
Social Director – Erienne Lette
Business Manager – Madeleine Toso