HCF campaign compares Australian health to the rest of the world

Health Fund HCF has launched a new brand positioning highlighting how poorly Australian health, life expectancy and sports participation rates compare with the rest of the world.

New HCF campaign compares Australian health poorly with other nations.

New HCF campaign compares Australian health poorly with other nations.

The work by The Glue Society highlights how the Swiss have a longer life expectancy than Australians, while a higher percentage of people in Britain swim regularly.

The campaign is the first stage of HCF’s new position, “HCF Health Intelligence” and will run across TV, digital, mobile and out of home.

Phase two of the campaign, which debuts at the end of January, will see HCF offer customers a “Health Intelligence Test”.

HCF will augment the campaign with further content aimed at helping people improve their health.

Along with unflattering comparisons to Switzerland and Britain, the ad also highlights that “We have a higher prevalence of asthmatics than China”.


“We believe there’s something we can do to turn this around,” the ad continues.

“As Australia’s largest not-for-profit health fund we’re empowering you to put your health first.”

Jenny Williams, chief marketing officer of HCF said the approach continued work begun by the brand last year.

“This new creative – HCF Health Intelligence – is part of the evolution of the brand refresh which has seen us undertake a marketing and digital transformation and talk about ourselves in a bolder and more meaningful way,” Williams said.

“We are excited to continue this into our new creative, which uses powerful data to make a statement about Australians’ knowledge of health. Our goal is to empower consumers to not only understand their health but to actually make lifestyle changes which will have a positive impact.”


  • The Glue Society
  • Revolver
  • Match
  • Serendipity
  • AnalogFolk
  • Slik
  • WE Buchan
  • One Green Bean

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