No laughing matter

Friday , 20 May 2016 by Aimee Bourke

Southern Cross Health Society have released a new TVC challenging millennials to take charge of their health.

Fronted by actor, comedian and millennial Cori Gonzalez-Macuer, the 45 second TVC will be on air and online during May and June and encourages those in their 20s and 30s to factor health insurance into their future plan.

Chris Watney, Head of Product and Marketing for Southern Cross, says millennials aren’t a group that is used to being directly addressed on the heavy stuff. But because health doesn’t discriminate by age Southern Cross decided to take a direct approach.

“This is a group that want to protect their health and the health of their family – good health is an intrinsic part of their lifestyle. They’ve heard of health insurance but haven’t had a relationship with a health insurer yet. And they tend to associate health insurance with their parents.

“They also don’t see anything in the market that meets their needs. Which is why we created this product based on what millennials have told us they want, at a price they’re happy to pay.”

As a new dad, the ad was particularly pertinent for Gonzalez-Macuer.

“Health insurance isn’t the kind of thing that comes to mind when planning your next punch line but it’s important to get while you’re still young or young-ish like me,” says Gonzalez-Macuer.

“I want what’s best for my family. It’s important to know that I have health insurance since I can’t predict if or when my daughter, partner or I are going to have health problems.”

Wellbeing Starter is the result of Southern Cross working directly with its target market.

Research included one-on-one interviews and a survey of a further 1,500 20 – 30 somethings. After hearing exactly what they wanted, and more importantly what they didn’t, the plan was tailored to focus on benefits that are important to them.