HBF tells Australians ‘Everything’s going to be alright’ in crowd-sourced spot

Western Australian health fund, HBF, has responded to the COVID-19 crisis to tell Australians that ‘Everything’s going to be alright’.

Using clips sourced people self-isolating and working from home, and backed by the track ‘Alright’ by Mike Young, the spot conveys they message that while we cannot connect in a physical sense, there are other ways we can support one another.

The campaign, created by Cummins & Partners, follows HBF having to cancel its ‘HBF Run for a Reason’ charity event, which was anticipating 30,000 participants.

Lou Ardagh, HBF head of marketing, said the campaign was inspired by good news stories from around the world.

“We wanted to remind West Australians and our members that we’re here for them, and we know they have the strength and resilience to get through this. These good news stories, as well as our inspiration, became the backbone of the campaign,” Ardagh said.

Sarah McGregor, Cummins & Partners creative director, said: “Human beings are amazing. And this has never been truer than the times we’re living in. Right from the start of this crisis, on the news and in our news feeds, we’ve seen countless acts of empathy, courage, humour and humanity.”

The TVC will be supported by press, radio and social.


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