Leading Tasmanian not-for-profit health and wellness organisation St Lukes has unveiled an emotionally charged Christmas campaign, championing the intrinsic link between human connection and better health outcomes.
A first for the private health insurance category, the 90-second film follows a family on Christmas Eve as they reconnect across generations, revealing how simple moments of connection can deeply enrich our wellbeing. It culminates in a simple message: “We’re healthier together”.
Research St Lukes conducted across Tasmania revealed that when people feel connected, they’re healthier and experience greater joy and fulfilment in everyday life.
With a vision to make Tasmania the healthiest island on the planet, St Lukes Chief Marketing Officer Kate Marshall said at the heart of this campaign is connection and how small acts of togetherness can have a profound impact on our wellbeing.
“In a category crowded with rational messaging, we wanted to create something that would have an emotional connection with Tasmanians,” she said.
“It’s an unexpected move for a private health insurer, but we want Tasmanians to continue to think about St Lukes differently.
“We are more than just a private health insurer – we understand what really matters – and this film taps into the often-complex emotions people feel at Christmas time.”
The Christmas campaign marks the latest collaboration between St Lukes and The Pangea Agency. Founder Tim Holman said the brief was a gift in itself.
“St Lukes has spent the past four years redefining what a private health insurer can stand for in Tasmania,” he said.
“The insight that human connection leads to better health gave us a powerful brief, and the space to tell a deeply human Christmas story.
“It was a privilege to bring this idea to life with such a talented team, and we’re incredibly proud to share it with Tasmanians."
The campaign will go to air on Sunday 23 November across free-to-air and catch-up TV, streaming services, billboards and social media. An exclusive sneak peek of the film can be viewed here: St Lukes - Christmas Eve.
St Lukes will also be running a range of free community Christmas events, such as giving trees and pop-up craft activities in its Launceston and Hobart wellness hubs.
Campaign credits:
St Lukes
Chief Marketing Officer: Kate Marshall
Marketing Manager: Tim Dudgeon
Senior Marketing Specialist: Sophie Jones
Agency: The Pangea Agency
Founder / Strategy Director: Tim Holman
Executive Creative Director: Anthony Moss
Business Director: Belinda Eccles
Business Director: Pru Warnock
Production Company: Sedona
Director: Justin McMillan
Managing Director / EP: Kim Wildenburg
Producer: Ian Kenny
DOP: Joshua Lamont
Art Director: Tara Kelly
Stills Photographer: Remi Chauvin
Editor: Tim Eddy
Colourist: Fergus Rotherman
Online: Mr Fox
Sound and Music: Mosaic Music + Sound
Head of Creative: Adam Moses
Executive Producer: Bill Doig
Senior Engineer: Michael Thomas