HCF unveils new brand platform that makes uncommon care feel like common sense

Monday 18 March, 2019 – HCF, Australia’s largest not-for-profit health fund, has today unveiled a new brand platform and multichannel campaign that taps in to the many ways HCF puts the health of their members first.

The new above-the-line campaign, titled ‘Uncommon Care,’ demonstrates how everyday Australians do uncommon things for the people they care about, and draws a parallel to how HCF regularly goes above and beyond to care for their members.

From a couple of inner-city friends en route to a cosplay event, to an elderly man’s unexpected compassion for his young neighbour, the care demonstrated in the new campaign by the central characters reaffirms HCF’s role in being there to look after their members when they need it the most.

The campaign marks a clear shift in creative direction for HCF, focusing on a series of believable and honest portrayals of moments Australians can relate to.

Greg McAweeney, Chief Officer of Business Growth at HCF, said the new campaign is all about showing Australians that HCF is committed to putting people before profit.

“Prioritising members before profit is at the very heart of who we are and what we do. Being not-for-profit means we can and do behave differently to other funds, and this new campaign illustrates what this means for our members,” said Mr McAweeney.

"We wanted to develop a campaign creative that’s inviting and is delivered through real and relatable performances. As our focus is our members, we wanted the core of the campaign to remain central around the characters – who represent everyday Australia and whom we can instantly empathise and connect with.”

“This is an exciting direction for our brand and builds on our core belief of being a business where we show our members an uncommon level of care and compassion. Going above and beyond for our members isn’t something we consciously do, it’s something that simply makes sense to us.”

The ‘Uncommon Care’ campaign will come to life across metro and regional TV, digital, radio, print, OOH, PR and in branch. 



Integer – (advertising agency) developed brand platform and creative concept

Blue 449 – developed offline media approach

Mindbox – developed digital strategy and implementation

Slik Digital – developed dynamic templates for programmatic display

Serendipity – managed production and roll out of creative assets for OOH and in-branch

Palin Communications – managed public relations

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 hcf.com.au/about-us