‘Take Life Back’: new call to action
14th May 2018
Southern Cross Health Society this week launched a fresh new brand platform ‘Take Life Back’, urging Kiwis to reclaim the things that are important to their health and wellbeing.
‘Take Life Back’ is based on the proposition that the biggest threat to our health and wellbeing is in fact modern life. As human beings we are busier, more conflicted, more distracted and more compromised than ever before. Digital devices, social media, the proliferation of information and the massive escalation of choice have created a new set of unhealthy habits. Mental health issues and ‘lifestyle’ diseases are on the rise.
The TVCs feature Kiwis living their busy, stressful lives before taking life back by rediscovering the pleasures of connection, family time and the great NZ outdoors.
The business will also be seeding digital content and a social media ‘life hacks’ campaign that will invite Kiwis to share how they are ‘taking life back’.
Chief Marketing Officer Chris Watney explains the campaign is part of Southern Cross Health Society’s vision to empower Kiwis to live their healthiest lives.
“We have a long history of being New Zealand’s favourite health insurer,” he says.
“More than 860,000 Kiwis trust us to help them get the treatment they need to get well when they are ill.
“But our vision is much broader than that. We have always been about creating a healthier New Zealand society,” Watney continues. “Now we are also focusing on the everyday health and wellbeing decisions that we all make, empowering Kiwis to be well and stay well, as well as being there for them when they’re ill.”
Earlier this year, the Health Society launched its first product in this space: BeingWell, an holistic workplace wellbeing programme for businesses.
The Health Society worked with Auckland-based creative agency True and media agency MBM to conceive and develop the campaign, which launched this week. “Right from the start we knew we were working with agency partners who believe in what we want to achieve. They have come on board to help us tell a powerful new story about a household name.” says Watney.
“The Southern Cross Health Society brand is a Kiwi icon and the team behind it is leading a transformation of the industry that will ultimately see a democratisation of health and wellbeing provision,” Says True Managing Director, Steve Kane.
“When developing the brand platform that would underpin this transformation we tapped into the cultural truth that the modern condition is putting our health and wellbeing at risk. The campaign is designed to empower more New Zealanders to take their life back, and Southern Cross Health Society can show them how.”
“We are very privileged to be working with a great values-based organisation like Southern Cross, that plays a unique and important role in the New Zealand health sector,” adds Sean McCready, MBM Managing Partner. “As New Zealand’s leading independent media agency we love working with excellent Kiwi organisations and Southern Cross is definitely one of these”.