Members Health Fund Alliance, in collaboration with Shannon Behaviour Change, has launched a new campaign aimed at young men aged 25-35. The campaign, titled 'Look for the Tick', seeks to encourage this demographic to consider the benefits of private health insurance earlier in life. The campaign uses sports-focused visuals and targeted ads across platforms such as Kayo, Optus Sport, and social media. The campaign promotes the idea of funds run for people, not profits.

The campaign includes a 30-second hero ad, alongside five 15-second and three 6-second spots. It aims to challenge the mindset of young active males who often believe they are invincible and immune to the risks of long-term health conditions. Members Health Fund Alliance has over 5 million members across 25 different funds. The campaign is part of an effort to shift the perception that private health insurance is only for those who are older or already facing health issues.

Laura Hicks, Head of Marketing at Members Health, said, “We want to shift the perception that private health insurance is only for those who are older or already facing health issues.” This statement underscores the campaign's goal to make private health insurance relevant to a younger demographic.

Matthew Koce, CEO of Members Health, added, “Our new campaign with Shannon Behaviour Change is a step forward in engaging with younger Australians who may not yet see the value in private health insurance.” This indicates a strategic move by Members Health to broaden its market reach and appeal to a younger audience.

James Shannon, Creative Director of Shannon Behaviour Change, further elaborated on the campaign's objectives. He said, "With the new 'Look for the Tick' campaign, we set out to disrupt the typical mindset of young, active males who often feel untouchable when it comes to their health. Our goal is to make private health insurance relevant to them now, rather than something they think about later. By aligning the campaign with their lifestyle and positioning Members Health as a proactive choice, we’re encouraging them to make smarter health decisions that go beyond the immediate and look to the future."

This campaign represents a strategic shift in the marketing of private health insurance, targeting a younger demographic that traditionally may not have considered the benefits of such coverage. It will be interesting to see how this campaign impacts the perception and uptake of private health insurance among young Australian men.