HBF sends 'Get Well' wishes through new brand platform via Cummins&Partners, Melbourne

HBF Get Well TVC Reference 2.jpg
HBF, Western Australia's largest health insurer and Australia's second largest not-for-profit health fund, has launched a new brand platform, "Get Well" to reaffirm that helping its members through life's big health moments is its reason for being.

"Get Well," developed in partnership with Cummins&Partners, Melbourne, is an external expression of HBF's core promise, to deliver for its members in the moments that matter. 

A new campaign featuring "Get Well" has launched with a major integrated roll-out, including TV, digital, OOH, print, radio, online films and across all owned assets.

The campaign creative features Bernard Fanning's iconic song "Wish You Well" as HBF continues to partner with Australian talent.

"It could be welcoming a newborn into the world, preparation for knee surgery, or recovery from illness. We will be there, beside our members, to help them navigate the health system, while they concentrate on getting well," says HBF Executive General Manager, Member Experience, Selina Torrance-Duncalf. "We have helped generations of Western Australians look after their health for 78 years, and we will be beside them for another 78."

Adds Cummins&Partners Chief Creative Officer, Sean Cummins: "Get Well" is a powerful pair of words reserved for those we care about most. HBF's brand heritage in WA runs deep. The warm, caring sentiment behind "Get Well" reflects the closeness HBF has with so many of its members, and the WA community at large." 

In the coming months 'Get Well' will roll out across HBF's flagship community running and walking event, 'Run for a Reason' and its suite of home, car and travel insurance offerings. 

"From getting well covered on your holiday, to getting well insured on the road, we think Get Well is the perfect sentiment to stretch across our entire range of products and services - as each is designed to make sure you're looked after in the best way possible," adds Ms Torrance-Duncalf

Client: HBF
Agency: Cummins&Partners, Melbourne
Media Agency: OMD & Resolution Media
Production Company: The SweetShop
Photographer: Heather Dinas


Bill Board said:

Amazing work fellas.

Bang on said:

That line is good.

Chocolate Nippy said:

now THIS is in my circle of certainty.

Blergh said:

How do personal well wishers have anything to do with HBF making me Get Well? 80s advertising.

Mac said:

"Well, well, well." There's the line for the next, better version of the campaign in about 6 months. You're welcome.

Takes me back said:

Remember pitching for this a couple years back.... Never been more glad of a loss.....

Creative said:

This is terrible. Another account that will go back to wa ownership shortly.

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