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HCF unveils ‘Value Ads’ campaign, showcasing real member stories

HCF 3 mins read
HCF, Australia's largest not-for-profit health fund

FRIDAY, 14 JUNE 2024: Australia’s largest not-for-profit health fund, HCF, is putting members at the heart of its advertising in the new`Value Ads’ campaign.

The initiative invites HCF members to take over 60 percent of the brand’s advertising airtime and Out of Home (OOH) advertising, including bus stops and shopping centres, to share their personal stories.

HCF has consistently paid out more benefits than the industry average for every dollar their members paid in premiums over the last 10 years^ and received more Canstar awards in the last 15 years than any other health fund. ^^ Members also benefit from a range of health and loyalty programs.

Now, with the `Value Ads’ campaign, HCF continues to put its members first by turning advertising spaces into platforms for member stories and messages.

“At HCF, we’re always looking for new and innovative ways to bring value to our members,” said HCF General Manager, Marketing, Tatiana Papavero.

“Consumers want enduring value, something this campaign shows HCF delivers in spades. We’re excited to share some of our fantastic members’ stories in this positive and authentic way.”

The `Value Ads’ initiative, builds on the success of the `We Put Our Money Where Our Members Are’ campaign, providing selected members  the opportunity to appear in advertisements.

In collaboration with Clemenger BBDO, over 6,972 unique ad placements have been secured across TV, radio, social media, digital platforms, OOH and in-branch locations.

By showcasing real member stories, HCF demonstrates its commitment to putting members first.

In an ad about HCF’s Thank You program, Jemma uses her national TV time to thank her doctor for her liver transplant and show the medals she won at the Transplant Games.

Another ad features Annie, who uses her airtime to remind her 18-year old son about household chores, highlighting HCF’s cover for dependents. And an ad for HCF Life Protect life insurance features Kurt, an underwater metal detectorist, trying to reunite a wedding ring he found at the bottom of Empress Falls, NSW with its owner.

These real member stories showcase HCF’s unwavering commitment to providing meaningful value. From heartwarming moments like a pregnancy reveal to fun demonstrations of talent by kids showing off their scooter moves and yoyo tricks, the campaign celebrates the diverse experiences of HCF members.

“We wanted to highlight the value members are seeking, especially in the midst of a cost-of-living crisis,” said Ms Papavero.

“This campaign demonstrates that true value goes beyond promotional offers; it’s about delivering meaningful benefits that enrich our members’ lives.”

In addition to traditional media placements, Dynamic Digital Out Of Home allows HCF members to take over street-level advertising directly from their phones.

By scanning a poster, members can enter a message on a mobile site and if successful, see it appear on a poster in their area within 24 hours, further deepening engagement with the campaign.

Clemenger BBDO Executive Creative Director, Tristan Graham said, “HCF’s commitment to member value and its clear point of view make it easy to create breakthrough work that resonates with audiences.”

`Value Ads’, the second phase of the HCF ‘We Put Our Money Where Our Members Are’ creative platform, launched on 12 May.





About us:


HCF, Australia’s largest not-for-profit health fund protecting Australians since 1932, covers almost 2 million members with health and life insurance, travel, pet, home and car insurance. HCF has been awarded Outstanding Value Health Insurance by Canstar eight years in a row from 2016-2023. On average over the last ten years, HCF has paid out more cents in every dollar in premiums to members as benefits than the industry average. To learn more about HCF go to


^ 89.2% compared to 85.6% across the industry. Calculated based on the average of the past 10 years, sourced from APRA Statistics: Private Health Insurance Operations Reports 2014-23.


^ ^ Based on the number of Canstar National and State-based Health Insurance Awards from 2008 to 2023.




Clemenger, part of the BBDO network, is an Australian creative and innovation company with offices in Sydney and Melbourne. We wield creativity as a force for change, to reframe norms and to rethink accepted wisdom. We live by our proposition - Rewrite the Rules – born of the conviction that we can change the rules holding businesses, brands and people back from growth and greatness. Today we are a union of diverse practitioners. From innovation to communication. From data to design. We rewrite the rules to create platforms for brands and businesses to grow. And we realise the value of those platforms across communications, media, technology, experience and culture.

Contact details:

Joni Thomes 0475 576 738 or



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