HBF encourages patients to ‘Get Well’

Health insurer HBF has launched a campaign which encourages its patients to “Get Well”.

Created by Cummins&Partners, the ad positions HBF as a caring hospital visitor to communicate its “deliver for its members in the moments that matter” core promise.

Selina Torrance-Duncalf, HBF’s executive GM of member experience, said in a statement: “It could be welcoming a newborn into the world, preparation for knee surgery, or recovery from illness.
We will be there, beside our members, to help them navigate the health system, while they concentrate on getting well.”

The campaign is set to roll out across TV, digital, outdoor, print, radio and online.

Sean Cummins, chief creative officer and founder of Cummins&Partners, added: “HBF’s brand heritage in WA runs deep. The warm, caring sentiment behind ‘Get Well’ reflects the closeness HBF has with so many of its members, and the WA community at large.”


  • Agency: Cummins&Partners
  • Media Agency: OMD & Resolution Media
  • Production Company: The SweetShop
  • Photographer: Heather Dinas

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