Health fund calls on Aussies to dump their partners for better health
Medibank offshoot health fund AHM is calling on Australians to dump their partners in a campaign aimed to get people talking.
The provocative online campaign by DDB Melbourne is aimed to get people breaking out of the habit of sticking with the same health fund once they have signed up.
The ads characterise rival funds as a bad boyfriend or girlfriend, taking advantage of the relationship through making people pay for extras they will never need.
“Imagine you’re this man and she is your health insurer”, the ad says as cheesy lounge music plays in the background.
“Hmmm, that’s her hand in your pocket – not in a flirty way but in a locating your wallet way to pay for those exy extras she made you get. Are you just going to stand in a paddock and take it? Dump her for AHM.”
AHM head of marketing and communications, Peita Golden, said the tone of the ads was seeking to get people to rethink their choices.
“AHM is focussed on making sure as many Australians as possible have access to great value health insurance,” Golden said.
“So if you feel like you’re being taken for granted by your current health insurance partner, it might be time to dump them. And for once it’s okay to do it online.”
DDB Melbourne managing director, Dion Appel, said that the agency was trying to point out how toxic relationships could become and was trying to teach consumers how to dump their health insurer.
“Hopefully this campaign is a funny, educational way to encourage people to change their health insurance behaviour,” Appel said.
The launch will be followed by a range of social elements building dumping theme.
Credits:
- Client Team
- ahm General Manager – Chris Carroll
- ahm Head of Marketing & Communications – Peita Golden
- ahm Marketing Manager – Amanda Romeo
- Agency
- Chief Creative Officer – Darren Spiller
- Creative Directors – Glen Dickson & Robbie Brammall
- Art Director – Anna Stickley
- Head of Onscreen – Tuesday Picken
- Senior Planner – Rob Martyn-Wilde
- Managing Director – Dion Appel
- Group Business Director – Julia Sheehan
- Business Manager – Julia Canavan
- Production
- Editor – Marissa Brain
- Online – Alex Badham
- Sound Design – Colin Simkins, Gusto Music
