GMHBA new brand campaign with Howatson+Company

Published 02 Mar 2023

GMHBA Health Insurance has launched their latest brand work via Howatson+Company to show Australians that they’ll protect their members, for the life they choose, and the one they don’t.

The campaign, shot by award-winning director Matthew Thorne of Pool Collective, shines an empathetic light on the stories of everyday Australians in a way that’s not often represented in the category. From families growing faster than they had planned, to those who might be more fragile than they look.

Helen Stevens, Chief Marketing Officer at GMHBA, says, “It was really important that we created a campaign that expressed who we are as a brand, and what we stand for in a category that is largely undifferentiated. We wanted to shift the focus from healthy decisions to human decisions, in a way that feels authentic to our members, our history and our purpose. This work reiterates that as a business, we're here to provide the care you need for the life you live.”

Gavin Chimes, ECD at Howatson+Company added, “We’re so used to health insurance brands telling us how to live or showing us a very specific picture of ‘healthy’. We wanted to share real stories, of real people, with a promise that we’re there to support GMHBA members – in every decision that makes them human.”

The campaign was shot entirely on 35mm film and features real GMHBA customers, and is rolling out across TV, online, OOH and radio.

Geelong-based GMHBA is a not-for-profit health insurer. It is a 100% member-based organisation that is an active contributor in building the health and well-being of communities.