HBF reassures WA that “everything’s gonna be alright” in new spot via Cummins&Partners 

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HBF, WA’s largest not-for-profit health fund, has supported Western Australians through the good times and bad for 79 years. HBF’s focus continues to be their members, staff and community and this has been highlighted through actions taken in response to current Covid-19 epidemic and through a new campaign via Cummins&Partners.


HBF was one of the first organisations to cancel a mass attendance event back in early March – ‘HBF Run for a Reason’ a charity event which is a major contributor to the WA community and has over the 30k participants. HBF was one of the only major health funds to outright cancel any 2020 premium increases; and it has closed branches and redirected staff to WFH managing inbound calls and working online – all to protect the health and well being of members, community and staff.

So to raise the spirits of the WA community and honour those at home and the health community during this difficult time, HBF and Cummins&Partners has created a heart-warming campaign to remind people that even in the darkest hours, there are examples every day of people doing incredible things – from heroic acts to simply raising a smile in the most unexpected of circumstances.

The TVC, set to Mike Yung’s “Alright”, features real footage gathered from friends, family working from home and social media and provides a unique experience into their lives; all filmed their experiences on their phones.

Says Lou Ardagh, head of marketing, HBF: “We wanted to remind West Australians and our members that we’re here for them, and we know they have the strength and resilience to get through this. These good news stories, as well as our inspiration, became the backbone of the campaign.”

Says Sarah McGregor, creative director, Cummins&Partners: “Human beings are amazing. And this has never been truer than the times we’re living in. Right from the start of this crisis, on the news and in our news feeds, we’ve seen countless acts of empathy, courage, humour and humanity.”

The TV campaign will be supported by press, radio and social.

Client: HBF
Creative & production: Cummins&Partners
Media: OMD, Perth