HCF has handed over the reins of its media spend to members in the second iteration of the not-for-profit health fund's "We Put Our Money Where Our Members Are" brand platform.

The new campaign, titled 'Value Ads,' gives HCF members freedom to utilise 60% of the brand's advertising airtime and Out Of Home advertising for their personal use. It was created by Clemenger BBDO, with media from Spark Foundry and production by Good Oil.

"At HCF we’re always looking for new and innovative ways to bring value to our members. We needed to hone in on the value members are seeking in a meaningful way. Consumers want enduring value, something this campaign shows HCF delivers in spades. We’re so excited to share some of our fantastic members’ stories in this positive and authentic way," said HCF General Manager, Marketing, Tatiana Papavero.

Over 6,972 unique ad placements have been secured for the Value Ads initiative across TV, Radio, Social, Digital, Out Of Home and In-Branch. Member stories include a pregnancy reveal, a wrestler showing off his biceps, and a would-be film star’s audition tape.

"HCF is going from strength to strength in terms of brand salience and likeability—proof that when you have a clear point of view on the world, and a unique way to bring that view to life creatively, it’s easy to create effective, breakthrough work," said Clemenger BBDO Executive Creative Director, Tristan Graham.

The campaign launched on 12 May.