Worth It
Australian Unity Health Insurance, The Royals
Australian Unity is a heritage brand that wanted to reframe how it spoke to a younger audience. The challenge was that young Australians didn’t see the value in private health insurance.
So we created Worth It — a campaign that repositioned the product around the moments it actually shows up in life.
The Problem
Young Australians don’t think health insurance is worth it. It feels like something that you keep paying for but rarely actually use, especially when you’re healthy.
The Idea
We reframed health insurance away from risk and necessity, and instead focused on the moments it actually shows up in everyday life. From dental, optical and the occasional massage, to the unexpected moments where it really matters, we positioned Australian Unity around its real-life usefulness. Now that’s Worth It.
The Work
Limbo
15” Film
Ping Pong
15” Film
Limbo
OOH
Roller-blading &
Award-winning
Social
I co-developed the campaign, shaping how it translated across film, stills, radio, digital and social. I helped define Worth It’s tone and storytelling approach, collaborating closely with production to bring the idea to life through relatable, real-life scenarios.
Working within a heavily regulated healthcare category and cautious heritage brand, I helped adapt Australian Unity’s existing identity into a fresh expression for the insurance product, balancing modern storytelling with clarity, accessibility and compliance.
Worth It was designed as a flexible campaign platform built around the everyday moments where health insurance actually shows up. The idea could continue expanding through relatable life scenarios, giving Australian Unity a distinctive way to tell new stories while maintaining a consistent expression.