GMHBA recruit AFL’s Cameron Ling for new ‘People not profit’ campaign
GMHBA, a Victorian regional health provider, has launched a new campaign pushing its tagline “We’re for people, not profit”.
The campaign, created by Shannon & Co, features the company’s new brand ambassador, former AFL player Cameron Ling who GHMBA says matches its values “enabling the campaign to deliver a powerful message”.
GMHBA marketing manager Matt Vagg said in a statement: “Our challenge wasn’t simple – we needed to build awareness quickly of who we are and what we do. But it was also crucial to differentiate ourselves and deliver compelling retail focussed messages, that would cut through in a highly competitive market.”
The health insurance company will utilise social media and the hashtag #peoplenotprofit to start and maintain a conversation with consumers.
Shannon & Co’s Ant Shannon said in a statement: “We wanted the campaign to capture GMHBA’s energy, as an authentic challenger brand up against the big guys. ‘We’re for people, not profit’ seemed to capture what they are all about.”
The campagin will be supported with the use of specific monthly retail offers aimed at allowing consumers to “experience the difference of GMHBA”.
“The most pleasing part of this journey has been that Shannon & Co have quickly connected with our brand and found a creative way to help us take our story to a larger audience. The ads have resonated strongly with everyone internally as they strike at the heart of our not for profit ethos. It’s just what we do, we’re proud of it and we’re excited,” said Vagg.
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Is it just me or is GMHBA a clumsy brand name?
Is it also a bit reminiscent of GHB? Seriously, I’d look at rebranding with something that has meaning and memorability but for the right reasons.
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GMHBA stands for Geelong Medical and Hospital Benefits Association. GMHBA have a rich history. Worth reading their history at http://www.gmhba.com.au/about-.....as-history
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