A healthy amount of time on Australia’s largest not-for-profit health insurer.
I spent three years as lead writer on Australia’s largest not-for-profit health fund, HCF. We created a new brand identity. A whole lotta ads. And I learnt more about health insurance extras than I ever thought possible.
These are some of my favourite pieces.
Meet the world’s worst underwhelming giveaway
In Australia, health insurers give away up to 10 weeks free to lure new members. But these big giveaways cost millions of dollars that could be spent on better health care. So instead, we created The Not-So-Fancy Offer and saved new members a fortune by giving away random stuff from around the HCF office. It resulted in a 40% increase in membership enquiries — which is pretty fancy.
Creating a whole new member benefit by giving away ads to real members.
HCF are famous for giving members great-value health insurance. So to give them even more amazing value, HCF gave away the only thing they had left — their advertising.
And a couple more for good measure.
Featuring fun wigs and a gag about pen holders.