Southern Cross Health Insurance: How the power of people made a not-for-profit appealing

Luke Kelly

Southern Cross, a healthcare organisation in New Zealand, increased revenue, members, and GP bookings by showcasing the value of membership.

Campaign details

Brand: Southern Cross Health Insurance Brand owner: Southern Cross Group Entrant company: TBWA New ZealandIdea creation: TBWA Auckland Market: New Zealand Sector: Insurance Media channels: Video on demand, Outdoor, Out-of-home, Television & Connected TV, Social mediaBudget: 1 - 3 million

Executive summary

In 2022, despite being New Zealand's largest health insurer and delivering better health outcomes for thousands of Kiwis each year, Southern Cross found itself with a value perception problem.

Years of telling the story of its Not-For-Profit status had...

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