‘Thanks Mum, for walking out’: Medibank pulls at the heart strings to promote self care

“Thanks Mum. Thanks for walking out. For coming home late for, like, the second time this week,” says a daughter’s voice over in Medibank’s latest television push.

The ‘Live Better’ campaign boasts the tag line ‘When you live better, we’re all better for it’ in an attempt to challenge the notion that self-care is selfish.


The campaign was created by TBWA Melbourne with agency B.B.E and media buying from Carat.

Medibank senior marketing executive Fiona Le Brocq, said: “We want to inspire all Australians to make positive, healthy changes not only for themselves, but for those closest to them. Whether it’s going for a walk in the middle of the work day, which inspires your colleague to do the same or starting your day with meditation, which motivates your partner to consider what they could be doing for their wellbeing. By caring for ourselves, we become powerful role models.

“Live Better is our way of supporting Australians on their individual health journey. Through our Live Better program, we support hundreds of free community activities to help get Australians moving and have created a comprehensive online hub of content offering health advice and guidance.

“We’re continuing to expand Live Better and next month, we will launch the Live Better rewards app to eligible Medibank members – who hold hospital or extras cover – helping them track towards their health and wellbeing goals.”

In March, Ad Standards ruled that a Medibank ad which resembled a news segment breached the AANA code of ethics.

The campaign will be executed across TV, digital, radio, social and OOH.


TBWA Melbourne


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