HBF echoes slogan from its past in new campaign by Marketforce
HBF has launched its new campaign featuring a slogan from one of the health care provider’s most successful campaigns from more than a decade ago.
The latest campaign by Marketforce poses the question ‘Are you with HBF?’, and aims to provide a more realistic perception of health and its challenges.
Directed by David Rittey from Airbag Productions, the 60-second TVC will be unveiled on October 16th, and features a series of important life moments where people have had to address difficult and unexpected questions about health.
Perhaps there is space in here to consider the role of the public in this. We can blame the media for moving into a vacuous, commercially driven role, but if everyone is clicking on the bait then there must be some accountability on the part of the public.
Media is audience driven, it is a business, which, unlike the medical or legal professions, the users do not contribute to financially, except through their loyalty. If the public would prefer not to know about what is going on in the world in favor of celebrity gossip and clickable content, then that is what they will demand. Any platform or network who delivers their fleeting desires will be successful.
The ratings clearly show what audiences want to see and for the most part it isn’t ethically driven, in – depth journalism.
If only we had a government owned public broadcaster which was able to deliver unbiased, non-commercially driven content to the in-satiated masses who are apparently craving it. We could call it the ABC, or SBS and they could work within a code of ethics without being dictated by corporate ownership.