GMHBA launches 'My Cover Matters' brand and campaign


Truly Deeply designs a new campaign identity for GMHBA to educate and rally support from members and the community to oppose the federal government’s proposed cuts to the private health insurance rebate.

Microsite on iPad

My Cover Matters is an awareness campaign about the government’s proposed changes to the private health insurance rebate.

GMHBA Limited does not endorse any political party. The campaign needed to clearly focus on policy, its negative impact on GMHBA’s members, their community and the long term viability of the private health sector.

The changes being proposed are extremely complicated and in many ways this has helped them largely fall under the radar. Our research highlighted a lack of awareness and general empathy towards the changes.

We needed to make this an important issue and get people to take notice and act. This involved simplifying complexity and ensuring the message is relevant. We also needed to explain the importance of private health insurance in the community and re-frame it from ‘a luxury for the rich’ to an ‘essential’ part of our health care system.

Working in partnership with GMHBA’s internal marketing team and their PR firm Redstick, the decision was made to create a new standalone campaign brand identity, ‘My Cover Matters”.

“A campaign brand ensures we deliver a strong and single-minded message that not only talks to GMHBA members but can become a voice for the broader community. A separate brand also does not detract or confuse GMHBA’s on-going product and brand marketing,” says Michael Hughes, Director of Brand Strategy, Truly Deeply. MCM Press Half Page Ad

The name ‘My Cover Matters’ is not only a unifying campaign concept, it is a strong call for action that members can take ownership of and use as part of the conversation, particularly in social media.

A distinct identity and visual language was designed to distinguish it from GMHBA’s brand and reflect a potent, serious, independent and public interest image.

My Cover Matters voting box

“The brand is inspired by the language of grassroots public activism and designed to encourage community ownership. It’s a simple and strong identity with powerful and flexible graphics that have been deliberately crafted to ensure it can be applied to any application from in-branch to advertising and social media,” says Derek Carroll, Director of Design, Truly Deeply.

Truly Deeply created the campaign strategy and concept, campaign name, identity, website, information video, social media, flyers, press and radio advertising, member collateral and in store brand communications.

MCM Web Banners

The Federal Labor Government has been progressively trying to reduce the private health insurance rebate as part of their austerity cost savings initiatives. Last year, the Government introduced means testing to the rebate, which has made health insurance more expensive for many Australians.

They are now proposing further changes that will negatively impact low-income earners, making private health insurance less affordable and adding more pressure to the public health system. Like many health insurers, GMHBA is concerned that the government is not explaining these changes to the public.

The campaign is now live, with a targeted communications and advertising campaign to members and their community. You can find out more and support the campaign to stop the changes by visiting the My Cover Matters website;

1 Comment

  1. Jonathan Crabtree

    Thanks for this article.

    It’s great to see GMHBA continuing to advocate for a fair go for private health insurance members.

    Congrats to Mark, Jacqueline, Siobhan and the team at GMHBA for continuing to provide leadership to the industry and good value to Australian health insurance members.

    (past employee)

Post a comment

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , ,