TBWA's Campaign for Southern Cross Celebrates NZ’s Workforce Heroes Giving Their Everything

Southern Cross Health Insurance (Southern Cross) has launched the next chapter in its ‘With You’ story with a new creative platform that demonstrates how Southern Cross is with more New Zealand business leaders and their people than any other health insurer, and to recognise the Kiwi workers who give their everything, every day.

The work was created by TBWA\NZ after it won a competitive pitch last year to become the creative agency on record for Southern Cross Health Insurance and Southern Cross Pet Insurance. 

Southern Cross is a health and wellbeing partner to over 3,500 businesses, helping business leaders to support their people beyond just the time they spend at work. Just over half of Southern Cross’ almost 895,000 members are part of an employer work scheme.  

Featuring employees who work for some of Southern Cross’ business customers across a range of sectors, the marketing campaign and ongoing platform captures the reality of life inside the workplace – one rarely seen by people outside of those organisations.

From early starts to goal post shifts, mucking in and perking each other up – the campaign shines a spotlight on the many ways that New Zealand workers consistently give their all to keep New Zealand businesses running. 

TBWA/NZ’s chief creative officer Shane Bradnick said the campaign presented an opportunity for Southern Cross to champion the efforts of everyday heroes who make a vital contribution to not only their place of work, but their wider communities and country. 

“After the past couple of years, nothing feels more important than acknowledging the passion and dedication of New Zealand’s workforce. It was inspiring to be able to capture a representation of our country’s diverse and hardworking people, and then be able to share and celebrate their images and stories with the rest of New Zealand. 

It was a challenging production to pull off, filming on the premises of several businesses at a time when the Delta lockdown restrictions were changing rapidly. We’re grateful to Southern Cross’ business customers for welcoming us into their places of work, and the great work from Dan and the team at Eight”

Regan Savage, head of marketing and engagement for Southern Cross Health Insurance, said that feedback from businesses which choose to be with Southern Cross clearly shows that the benefits provided to employees contribute to their sense of being valued by their employers.

“Celebrating that sense of purpose is something we wanted to capture with this campaign. Our customers who chose to work with us on this project - Oha Honey, Primero Profiles, BECA, Weleda and Unison - typify the thousands of businesses in Aotearoa who support their people with Southern Cross demonstrating that when you take care of your people, they will take care of your business. The creative campaign is our tribute to that partnership.

“TBWA and Eight have done a beautiful job of capturing the highs, lows, joys and challenges of New Zealanders at work – the very people who keep our economy humming and our communities thriving. It was a privilege to be welcomed into their place of work and capture their passion for what they do. We’re really looking forward to sharing their individual stories through this campaign,” said Savage.

The campaign will run across TV, On Demand, OOH, print, social, digital and be supported by PR.