New advertising campaign puts trust back into health insurance

Monday 21 January, 2019 – At a time when Australians are feeling uncertain and disillusioned about health insurance, Australia’s largest not-for -profit health fund, HCF, is reminding its members that after more than 85 years of service, they are still considered Australia’s most trusted health insurer.

HCF has launched its latest advertising campaign today, called ‘HCF Trust’,across Australia in celebration of the health fund receiving the top score as Australia’s most trusted health insurer in the 2018 Roy Morgan Net Trust Score Survey.

The campaign creative points out every day experiences that often leave Australians cynical – such as the internet, public transport, summer TV and phone battery life. Through various advertising executions, HCF references these common annoyances to reassure Australians they can still trust their health insurance.

The top ranking from Roy Morgan also supports HCF’s continued growth. Over 120,000 Australians chose to switch to HCF from other funds in 2017.

Greg McAweeney, Chief Officer of Business Growth at HCF, said the new campaign is all about reassuring Australians that HCF continues to be committed to being champions for their member’s health.

“Our latest campaign is purposefully focused on trust because we recognise that many Australians are feeling uncertain about health insurance at the moment. We are going to be faced with a lot of changes, including the upcoming reforms, rate changes and the federal election. We want to give our members reassurance that we will continue to deliver high quality and affordable health cover,” said Mr McAweeney.

“We’re proud that we are considered the most trusted health fund in Australia and our priority will always be to our members. For us, our not-for -profit positioning means we operate wholeheartedly for our members. We pay the highest claims rate ratio, compared to shareholder-driven health insurers, and we’ve paid out more benefits to members than the industry average over the past 5 years,” said Mr McAweeney.

HCF will roll out its new advertising campaign today across digital, outdoor and radio platforms.

Agencies: Integer; Blue 449; Mindbox, Slick; Serendipity; Palin Communications

Issued on behalf of HCF by Palin Communications. Media enquiries to:


HCF, Australia’s largest not-for -profit health fund protecting Australians since 1932, covers over 1.5 million members with health and life insurance, and 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 Healthy Weight for Life programs, mobile Victor Chang Heart Health Checks, Thank You rewards program and preparing for hospital online tool. 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