Due to maintenance, the St Lukes website and St Lukes Connect may experience intermittent outages from 5:15pm until 11:30pm on Thursday, February 23. We apologise for any inconvenience this may cause.

6 weeks free – Join St Lukes today and you’ll get 6 weeks free on eligible products. Plus, we’ll also waive all 2, 3, and 6 month waiting periods on extras. Offer ends March 31, 2024, T&Cs apply

Private health disrupter launches campaign to challenge how we think

Private health disrupter launches campaign to challenge how we think

A private health disrupter has launched an inspiring brand campaign to challenge the way we think, as part of the organisation’s ambitious vision to make Tasmania the healthiest island on the planet. 

Tasmanian not-for-profit health insurer, St.LukesHealth, has created a visually stunning campaign, depicting a young girl working studiously on a drawing, revealed at the end to be a map of Australia with Tasmania on top. 

The intimately shot visuals also show the young girl picking tomatoes at the local grocer, playing with her family at the beach and doing karate, accompanied by a compelling narrative: ‘Imagine how a change of outlook, can change your outcome. Join St.LukesHealth, as we work to make Tasmania the healthiest island on the planet’.

St.LukesHealth Chief Marketing Officer, Ben Davis, said the campaign was the first of its kind for the industry, and for Tasmania, calling for a complete rethink of our approach to health and wellness. 

“The brand campaign is just one element of a brave vision we are putting into action, backed by some big-picture health and wellbeing initiatives that focus on generational behaviour change and early intervention,” Mr Davis said.

“We are incredibly invested in this vision and we were determined to make an impact with the campaign, which was shot across seven locations in Tasmania by a global team spanning Japan, Singapore and Copenhagen. We’re thrilled with the final cut.”

Director at Sweetshop, Jared Daperis, said he wanted the film to speak personally to Tasmanians, with a local tone of voice and humility. 

“In order to inspire them to begin thinking about what a change in habit might mean for them and their family, it needed to look, feel and sound like Tasmania – the way the locals know it,” Mr Daperis said. 

Tim Holman, Founder of The Pangea Agency who created the campaign, said from the moment they heard St.LukesHealth was on a mission to make Tasmania the healthiest island on the planet, they knew they weren’t looking for a generic health insurance ad. 

“Such a bold intention for a business in a category as homogenous as PHI called for a simple but emotive story and a memorable key visual,” Mr Holman said.

“Our brand campaign highlights a fresh perspective for Tasmania and how a little imagination can help deliver a better future for all Tasmanians. It was a privilege to work on such an important campaign with such a highly talented and passionate team of professionals.”

The campaign will go to air on Sunday 27 November, with a full roll out across all media Tasmania-wide to follow. An exclusive sneak peek of the film can be viewed here: https://youtu.be/LN0s7MPIfe0


Campaign credits:


Ben Davis: Chief Marketing Officer

Kate Marshall: Head of Marketing

Jo Mohr: Marketing Manager


Agency: The Pangea Agency

Founder/Strategy Director: Tim Holman

Executive Creative Director: Anthony Moss

Senior Project Director: Evan Johnson

Art Director: Zoe Marron-Davies


Production Company: Sweetshop

Director: Jared Daperis

Managing Director/Executive Producer: Edward Pontifex

Executive Producer: Greg Fyson

Producer: Tom Davies

DOP: Jani Hakli

Art Director: Lucy Crispin

Editor: Matt Osbourne

Colourist: Nicke Cantarelli

Online Artist: Jamie Scott

Casting: Aeshlie Wheeler (Tas Casting) and Peta Dermatis (Studio P)


Photography: Garth Oriander


Music: Charmed I’m Sure

Supervision: Dan Gibson 

Composer: Craig Wilson


Media: OMD



For more information: Jacquie Ray, Timmins Ray Public Relations: 0429 683 779.