New 'not-for-profit' creative for HCF

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New advertising creative for HCF, Australia’s largest not-for-profit health fund, in advance of health minister Greg Hunt's announcement of this year's premium increase.

The creative features a range of characters that do not understand the concept of putting people before profits, titled ‘Profit Hungry’.

According to HCF, the new campaign aims to differentiate the health fund by communicating its not-for-profit status and the proposition ‘your health shouldn’t be for profit’.

"The ‘profit hungry’ characters are horrified to learn that HCF uses its profits to give back to members and offer them more benefits from their health insurance," says the fund.

“The new creative marks an important step in the evolution of the brand since the relaunch almost two years ago," says Danny Saksida, chief officer – business growth.

"Having consolidated our brand position as the health fund that puts your health first, it is time to make our not-for-profit status meaningful to consumers.

“The ‘Profit Hungry’ campaign demonstrates how we use our profits to benefit our members. We are a unique major player in the health fund landscape. Being not-for-profit means that we don’t answer to shareholders, we answer to our members and they are our focus. We believe that your health should not be for profit.”