Health Fund HCF unveils new TVC that imagines a world where health comes first

Sydney, 5 May, 2017:  HCF, Australia’s largest not-for-profit health fund, today revealed the latest iteration of its ‘Health Comes First’ platform, featuring a creative that imagines a world where health comes first to inspire Australians to rethink what contributes to their wellbeing.

The new spot reimagines everyday scenarios where health is now the first priority. Scenes include cyclists on street with no cars, free sunscreen at the beach, vegie van (instead of Mr Whippy), a commuter train transformed into a gym, and a happy and healthy 100 year old celebrating their birthday.

The creative is the latest evolution and continuation of the brand’s major refresh which began in May last year, when HCF revealed a refreshed logo and modernised colour palette as well as the new brand proposition of ‘Health Comes First’. It also follows the ‘HCF Health Intelligence’ campaign and TVC launched earlier this year.

Jenny Williams, Chief Marketing Officer, HCF, says: “We are proud to unveil the new creative which is a natural and bold evolution of the ‘Health Comes First’ platform first launched last year.”

“At HCF we are committed to putting the nation’s health first and want to empower every Australian to do the same. The new creative imagines how we could all create a world where health is the number one priority through examining everyday experiences most Australians can relate to. With this we hope to inspire Australians to reconsider their own lives and the positive steps they can take every day to join us in championing their own and other Australians’ health.”

As a not-for-profit health fund HCF is focused on empowering people and being part of building a better health care future for everyone. The latest campaign is a creative demonstration of this ongoing journey for the business. Other initiatives include HCF Catalyst, a health tech start up accelerator program; key industry partnerships focused on improving patient outcomes such as ICHOM, and offering chromic disease management programs such as My Health Guardian, to name a few.

The new ‘Health Comes First’ creative is live from 7th May and includes metro and regional TV, radio, digital and out of home. The creative has been developed with variations for each state to reflect the variety of architecture across the country.

The new TVC can be viewed here:

Agency village: The Monkeys, The Glue Society, Revolver, Serendipity, Blue 449, Mindbox and One Green Bean.


Issued on behalf of HCF by One Green Bean. Media inquiries to:

About HCF

HCF, leading not-for-profit health fund protecting Australians since 1932, covers over 1.5 million members with health and life insurance, community care, travel and pet insurance. On average over the last five years, HCF has paid out more cents in every dollar in premiums to members as benefits than the industry average. With over 35,000 specialists participating in its Medical Gap Cover Scheme and approximately 10,000 providers participating in its 100% back More for You programs, HCF gives members access to quality health care with no gaps or minimal costs compared to non-participating providers. To empower members to put their health first, HCF also offers a range of health and lifestyle services including its My Health Guardian health management program, mobile Victor Chang Health Checks and My Global Specialist second opinion service. HCF’s national network of retail outlets and Australian-based call centres have earned multi-award winning status. HCF members also have access to low cost, high quality services at HCF Dental Centres and HCF Eyecare Centres. Having contributed $50 million to support the health services research funded by the HCF Research Foundation, HCF is devoted to investing in the future of Australia’s health. To learn more about HCF go to