As the statutory regulator of the health insurance market in Ireland, HIA (the Health Insurance Authority) is the trusted source of impartial information on health insurance policies. The variety and complexity of policy options on the market often prevent customers from making fully-informed decisions on their cover. With this new campaign, HIA is reinforcing its position as the go-to resource for all things health insurance.
TBWA\Dublin chose to express the message using the all-too-real character of the all-knowing Dad, the man who considers himself an authority on everything. The campaign features Dad imparting his misguided (but well-intended) advice to all and sundry – from the window cleaner to the dentist. But when it comes to health insurance, he knows exactly who knows best.
Directed by TBWA\Dublin’s Matthieu Chardon and produced in-house by the agency’s production team MAKE, the campaign will run on VOD, social, outdoor and radio.
Keifa Murray, Account Manager at TBWA\Dublin commented, “Buying health insurance can be a complex process. We hope through this new piece of communication that people know that H.I.A are the authority and first port of call for independent information regarding consumers rights and health insurance plans and benefits”.
Maeve Kearns, Head of Public Affairs at Health Insurance Authority added, “We were delighted to have the opportunity to work with TBWA on our campaign. They took the time to really understand how important it is that health insurance customers have a source of impartial advice on all things health insurance. 77% of adults in the country have health insurance so reaching them with this campaign was a very broad remit and TBWA worked closely with us to deliver a really exciting campaign that we feel will reach our whole audience.”
