MELBOURNE | 05 MAY 2026: ahm has launched People Things, a new brand platform created in partnership with TBWA\Australia. It marks the next evolution of the brand — and a renewed commitment to its challenger spirit, showing up for customers in a way that reflects how they actually experience wellness.
People Things is a natural progression of what ahm has always stood for: being genuinely on the side of its members. Rather than leaning on polished ideals, the platform is rooted in everyday trade-offs, habits and personal priorities — celebrating a more honest vision of health and the full, unfiltered breadth of human experience.
The platform is designed to champion evolving definitions of wellness while helping ahm confidently connect and claim its expanding, multi-category role across products, including health, pet, home, car, income protection and life insurance.
Samantha McLeod, Head of Marketing at ahm, said: ” Wellness isn’t just one thing — it’s all the everyday ‘people things’ that shape how we live. This platform lets us celebrate that reality and build deeper, more meaningful relationships with our customers by showing up in ways that feel authentic, personal and genuinely relevant.”
Paul Reardon, Chief Creative Officer at TBWA\Melbourne, added: “The best creative platforms are the ones that feel instantly true. People Things gives ahm a distinct point of view — non-judgmental, often humorous, heartfelt when we need to be, and always honest. It allows us to communicate in a way that only a brand like ahm can.”
The platform launches through partnerships and activations, including RISING festival, alongside high-impact media placements such as station dominations. These are supported by earned media and an always-on influencer strategy to build cultural connection and conversation.
