HCF's new creative brings not-for-profit message to life.

Sydney, 17 January 2018: HCF, Australia’s largest not-for-profit health fund, has today launched new advertising creative featuring a range of characters that don’t understand the concept of putting people before profits, titled ‘Profit Hungry’.

The new campaign aims to communicate HCF’s not-for-profit status and the proposition that ‘your health shouldn’t be for profit’, differentiating the health fund from the other large players in the market. The new creative will feature on TV and digital in 30”, 15” and 6” formats as well as outdoor and radio, bringing to life the idea that profits are used to support members rather than shareholders.

The ‘profit hungry’ characters are horrified to learn that HCF uses its profits to give back to members and offer them more benefits from their health insurance.

This is the first new creative from HCF since May last year, when the brand launched ‘Imagine a world where health comes first’. The ‘Profit hungry’ creative is the first time HCF has stepped away from the ‘Health Comes First’ platform from the brand relaunch in May 2016, and recognises the evolution of the brand during this time.

Danny Saksida, Chief Officer – Business Growth said: “The new creative marks an important step in the evolution of the brand since the relaunch almost two years ago. Having consolidated our brand position as the health fund that puts your health first, it is time to make our not-for-profit status meaningful to consumers.

“The ‘Profit Hungry’ campaign demonstrates how we use our profits to benefit our members. We are a unique major player in the health fund landscape. Being not-for-profit means that we don’t answer to shareholders, we answer to our members and they are our focus. We believe that your health should not be for profit.”

The new TVC can be viewed here:

30” https://youtu.be/rN5rQS9yYYQ


Agency village: BWM Dentsu, Good Oil, The Butchery, Nylon Studios, Blue 449 and Mindbox.


About HCF

HCF, Australia’s largest not-for-profit health fund protecting people since 1932, covers around 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 healthcare 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 Heart 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. 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 hcf.com.au/about-us