MEDIBANK
Medibank was originally founded by the Australian government in 1976. Then it was privatised [RIP].
But they’ve always tried to keep their soul the same – a health insurer not just in it for the bank transaction.
They’re also on a mission to become a health company. Problem is, everyone’s calling themselves a health company nowadays.
Even the bad guys, like Phillip Morris.
Our challenge was to deliver Medibank’s re-positioning with meaning that transcended their category, but also reinforced who they are at their core.
The protector of human potential.
Enter…X-RAY
What was critical in Medibank’s ‘health company’ amibition was making sure they had a legitimate cultural role in the narrative of health. Which is why X-RAY came to be. A quarterly zine to help Medibank realise their ambition. This meant digging for stories not just inside the ‘category’ of health, not just the big headlines, not just stats about vaccine rates.
Designed, printed, edited and sent to their entire marketing department.
@BLINKTO2030
It was important we kept showing Medibank what was happening in the culture of health. Not just hijacking what was going on, but adding to the narrative and owning it. So we started a private instagram to house all the updates; @BLINKTO2030.
Editorial, visually driven, followed by Medibank’s wider marketing and research teams.
Bigger, Stronger, Faster
This became our bible of health research. A book on the big trends in the wider culture of health, wellness and potential. Editorial, visually driven, and given to senior executives at Medibank.
What this all led to...
ACL UTD.
A football team no one wanted to join.
Female athletes were constantly talking on Twitter about the lack of money invested in female athlete performance. Only 6% of sports research is done on non-male bodies. Hugely overlooked, hugely underfunded and resulting in a tonne of preventable injuries.
An issue health insurers would typically see as a disadvantage to their purse-strings. But something that Medibank could actually help change – and own, as a health company.
@ACLUTD launched during the Women’s World Cup 2023. A club uniting female athletes affected by ACL injury and supporting them through their recovery, while raising awareness of the need for greater understanding and research.
There were enough top international footballers out with ACL injures to form an entire team – these players made up the ACL United XI. The line-up included home grown talent Taylor Ray and international star Nadia Nadim.
We housed the ACL United community on Instagram, where athletes could find support, educational information, and tips to help them through ACL rehabilitation. [And it got covered in ESPN].
An issue health insurers would typically see as a disadvantage to their purse-strings. But something that Medibank could actually help change – and own, as a health company.
@ACLUTD launched during the Women’s World Cup 2023. A club uniting female athletes affected by ACL injury and supporting them through their recovery, while raising awareness of the need for greater understanding and research.
There were enough top international footballers out with ACL injures to form an entire team – these players made up the ACL United XI. The line-up included home grown talent Taylor Ray and international star Nadia Nadim.
We housed the ACL United community on Instagram, where athletes could find support, educational information, and tips to help them through ACL rehabilitation. [And it got covered in ESPN].
The Soothing Sounds of Medibank Coverage.
A social campaign that broke through our audience’s health firewalls, by making fun of our own category in ways that put you to sleep. The campaign featured ‘The Soothing Sounds of Medibank Coverage’, an ASMR track of all the T’s and C’s of Medibank insurance policies.