Featuring imagery of working hands, community connections, and moments of genuine care.
Health insurer GMHBA has launched a brand campaign celebrating 90 years of community-driven care.
The campaign features imagery of working hands, community connections, and moments of genuine care, bringing to life the line “Caring since 1934" and paying tribute to the organisation's roots.
GMHBA also leans into its partnership with the Geelong Cats featuring AFL star Patrick Dangerfield.
GMHBA CMO Helen Stevens said GMHBA is a community-based, not-for-profit organisation with a legacy built on trust, shared values, and a relentless focus on our members’ and patients’ wellbeing.
“This campaign is about reconnecting with who we are and celebrating the journey that brought us here, while showing how our heritage continues to shape the high-quality, personalised care we provide today,” Stevens said.
The campaign was created by GMHBA’s creative agency, Howatson+Company who has worked with the brand since 2022.
Howatson + Company managing director, Andrew Drougas, said that this new brand platform for GMHBA was a pleasure to work with.
"Going to the providence and truth of why GMHBA exists is powerful and distinctive," Drougas said.
Half Dome created a media plan for the launch with a strong focus on the AFL grassroots community and creating impact in metro Melbourne.
Half Dome client partner, Rawanne Auda, said that having worked with GMHBA over several years, they understand the strength of their story and the communities they serve.
"For this milestone campaign, we’ve carefully shaped a channel mix that brings their legacy to life, leveraging the scale of broadcast channels and the authenticity of AFL partnerships to connect with members old and new. It’s been a privilege to help celebrate 90 years of care with a campaign that stays true to who GMHBA is and where they’re headed,” Auda said.
Credits
GMHBA
CMO: Helen Stevens
Head of Brands & Media: Johanna Gemmill
Performance & Growth Manager: Sarah Kildea
GMHBA Brand Manager: Lee Sampson
Campaign Planner: Sagar Shah
Designer & Content Creator: Emily Solomano
Marketing & Sponsorship Specialist: Megan Discher
Howatson + Company
Executive Creative Director: Jeremy Hogg
Creative Director: Simon Friedlander
Senior Art Director: Huei Yin Wong
Senior Copywriter: Madeleine Semit
Studio Lead: Simon Merrifield
Senior Finished Artist: Patrick Rivera
Producer: Charlotte Breene
Editor: Fraser Kelton
Managing Director: Andrew Drougas
Group Business Director: Ben Peachell
Senior Business Manager: Jemima Armfield
Production Company: The Pool Collective
Sound: Heckler Sound
Half Dome
Client Solutions Managers: Melanie Tsardakis and Floriana Deleo
Client Solutions Director: Madeleine McConnachie
Client Partner: Rawanne Auda
Head of Clients: Will Harms
Activation Executive: Arielle Akimana
Activations Manager: Natalie Blazevski
Senior Activation Manager: Delana De Silva
Activations Director: Harry McGovern
Senior Investment Executive: Brooke Kendrick
Investment Manager: Holly Elstoft
Investment Director: Michelle Hartley
SEO Director: Riccardo Ilari
Strategy Partner: Michelle Tempest
Head of Strategy: Adrian Cosstick
