Westfund Leans in to Its Regional Values in Latest Work with Abel, Collider

With big city health insurers operating out of some of Australia’s most high-density and high-stress environments, Westfund saw an opportunity to elevate their regional heritage; showcasing themselves as health insurance from a healthier place.

Laura Pillans, Westfund digital experience manager, said: “Westfund has grown up on 140 years of regional community values. We adopt a free-range lifestyle with a focus on mental health and wellbeing - something that comes through in everything we do as a company and a core brand truth we wanted to share with the rest of Australia.”

The new brand platform will be launched through Westfund’s tent-pole campaigns – Smart-savers, Switchers and BAU across a range of TVC, Social, OOH and digital applications.

Simon Fowler, ABEL co-founder and creative, said: "It doesn’t take much digging to discover just how much Westfund’s sense of place comes through in the way they operate. It’s refreshing – health insurance built by a community of people who have a healthy perspective on life. So it only seemed fitting to explore some of those mindsets – the real beauty is the stories that come from these regions are endless, giving Westfund a robust brand narrative they can grow year on year."

The campaign was realised through film by Suzanne Kim of Collider and Hart & Co’s Cory White on stills.

Phillip Robbie, ABEL creative partner, said: "Working with Suzanne and Corey was an absolute pleasure. We couldn’t have brought Westfund’s wholesome, homegrown values to life without their vision and unique approach to craft."

‘From a healthier place’ brings the benefits of small town insurance to a national stage. It showcases Westfund as a place where everyone gets a fair go, where a handshake is binding and where we give people the time of day. It solidifies Westfund as the health insurer who provides peace of mind, raised on a regional piece of Australia.