True, MBM, Sweet Shop help health society ‘Take Life Back’

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Auckland indie True, with The Sweet Shop and media agency MBM have created a Southern Cross Health Society has launched a fresh 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,” says Southern Cross chief marketing officer Chris Watney.

“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.

Chris Watney says 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 bring New Zealand’s favourite health insurer,” he said. “More than 860,000 Kiwis trust us to help them get the treatment they need to get well when they are ill.

“Right from the start we were working with agency partners who believe in what we want to achieve. They are helping us tell a powerful new story about a household name.”

“But our vision is much broader than that. We have always been about creating a healthier New Zealand society. 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, Southern Cross launched its first product in this space: BeingWell, an holistic workplace wellbeing programme for businesses.

Watney said: “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.

True MD Steve Kane said: “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.

“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.”

MBM managing partner Sean McCready said: “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.

“As New Zealand’s leading independent media agency we love working with excellent Kiwi organisations and Southern Cross is definitely one of these.”


Agency: True
Chief Creative Officer: Craig Pethybridge
Senior Creative: Mike Ramsay
Senior Creative: Sarah Chernishov
Head of Content: Nigel Sutton
Managing Director: Steve Kane
Senior Account Manager: Hadley Petraska
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Managing Director: Fiona King
Editor: Tim Mauger
Colourist: Pete Ritchie
Online Post: Blockhead
Audio Post: Factory
Music Supervision: Donna Fitzhenry @ Music Mill
Media: MBM

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