Health Organisation 'HBF' Reassures Australia That “Everything’s Gonna Be Alright” in TV Campaign

HBF, Western Australia’s largest not-for-profit health fund, has supported its residents through the good times and bad for 79 years. HBF’s focus continues to be their members, staff and community and this has been highlighted through actions taken in response to the current Covid-19 epidemic, and through a new campaign via Cummins&Partners.

HBF was one of the first organisations to cancel a mass attendance event back in early March – ‘HBF Run for a Reason’, a charity event which is a major contributor to the WA community and has over 30k participants. HBF was one of the only major health funds to outright cancel any 2020 premium increases, and it has closed branches and redirected staff to work from home – managing inbound calls and working online – all to protect the health and well-being of its members, community and staff.

Sarah McGregor, creative director at Cummins&Partners said: “Human beings are amazing. And this has never been truer than the times we’re living in. Right from the start of this crisis, on the news and in our news feeds, we’ve seen countless acts of empathy, courage, humour and humanity.”

So, to raise the spirits of the WA community, honour those at home and praise the health community during this difficult time, HBF and Cummins&Partners has created a heart-warming campaign to remind people that even in the darkest hours, there are examples every day of people doing incredible things, from heroic acts to simply raising a smile in the most unexpected of circumstances. The TV campaign, set to Mike Yung’s “Alright”, features real footage gathered from the phones of friends and family working from home, and provides a unique insight into their lives. 

Lou Ardagh, head of marketing at HBF, said: “We wanted to remind West Australians and our members that we’re here for them, and we know they have the strength and resilience to get through this. These good news stories, as well as our inspiration, became the backbone of the campaign.”