Members Health Fund Alliance targets active young men with new campaign

Members Health Fund Alliance targets active young men with new campaign | Insurance Business Australia

Insurance News

Members Health Fund Alliance targets active young men with new campaign

What does the campaign advocate for?

Insurance News

By
Jonalyn Cueto

Shannon’s Behaviour Change has launched a new campaign for the Members Health Fund Alliance. The “Look for the Tick” campaign targets young, active males aged 25-35, challenging the perception that they are invincible to long-term health risks. The campaign encourages them to take preventive steps by joining a Members Health fund, emphasising the importance of considering private health insurance early in life.

The campaign centres on the “tick” symbol, which represents health funds that are run for people, not profits. According to a news release, this emphasises the value of health insurance as a preventative measure tailored to the needs of younger adults. By promoting this member-focused approach, the campaign aims to show young men that investing in their health today can protect them from future health issues.

“We want to shift the perception that private health insurance is only for those who are older or already facing health issues,” said Laura Hicks, head of marketing at Members Health. “Our campaign is a call to action for young men to consider their future health today, making informed choices that can significantly impact their long-term wellbeing.”

Raising awareness on the importance of health insurance

The campaign’s messaging is designed to address the belief held by many young, active males that they are immune to serious health concerns. The goal is to present private health insurance as something relevant to their current lifestyle, rather than an issue to address later in life. The ads, which are sports-focused, aim to resonate with this demographic and will be broadcast across platforms such as Kayo, Optus Sport, Facebook, Instagram, and YouTube, reaching them where they spend most of their media time.

Matthew Koce, CEO of Members Health Fund Alliance, noted that the campaign is an opportunity to engage younger Australians.

“Our new campaign with Shannon’s Behaviour Change is a step forward in engaging with younger Australians who may not yet see the value in private health insurance,” Koce said. “By showcasing the preventive benefits and the ‘tick’ of approval for funds that are truly member-focused, we’re making the message clear—Members Health is designed for people, not profits.”

The campaign features a 30-second hero ad, along with shorter spots of 15 and six seconds. These ads aim to connect with the target audience’s active lifestyle while encouraging them to think about their long-term health.

“Our goal is to make private health insurance relevant to them now, rather than something they think about later. By aligning the campaign with their lifestyle and positioning Members Health as a proactive choice, we’re encouraging them to make smarter health decisions that go beyond the immediate and look to the future,” said James Shannon, creative director at Shannon’s Behaviour Change.

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