The new campaign, titled Day One, challenges the common excuses that often prevent people from prioritising their health and wellbeing—too hard, too early, too cold, too expensive—and reframes them as barriers that can be overcome with the right support and mindset.
Grounded in human-centred insights from research conducted by St Luke’s across Tasmania, the campaign addresses a simple truth: while most people understand the importance of living healthier, taking the first step can feel overwhelming when done alone. St Luke’s Chief Marketing Officer, Kate Marshall, said the research revealed a consistent need for encouragement, accountability, and gentle motivation.
“We wanted to understand why people don’t always prioritise their health and wellbeing,” Marshall said. “Time and time again, we heard that people needed support, reassurance, and a small nudge to get started.”
A strong sense of community connection emerged as a defining theme. According to Marshall, Tasmania’s close-knit culture plays a critical role in sustaining healthier behaviours.
“Social connection helps people take that first step and stay motivated,” she said. “Tasmania already has that strength—we just need to harness it and support one another.”
Tim Holman, Founder of The Pangea Agency, said the campaign was built on a deep understanding of Tasmanian life and values.
“Everything was created locally, using Tasmanian talent and familiar locations,” Holman said. “That authenticity makes the campaign relatable and emotionally resonant. It was a privilege to collaborate on such a meaningful initiative with a passionate and highly skilled team.”
Further reinforcing its local roots, St Luke’s developed original brand music for the campaign in collaboration with Tasmanian artist Eliza Bird, recorded at MONA’s Frying Pan Studios in Hobart.
Marshall said she hopes the Day One health and wellness campaign helps Tasmanians feel seen, understood, and empowered to take action—building momentum toward St Luke’s long-term vision of making Tasmania the healthiest island on the planet.
St Lukes
Chief Marketing Officer: Kate Marshall
Head of Marketing: Tim Dudgeon
Marketing Manager: Sophie Jones
Agency: The Pangea Agency
Founder / Strategy Director: Tim Holman
Executive Creative Director: Anthony Moss
Business Director: Belinda Eccles
Business Director: Pru Warnock
Art Director: Lisa Duprè
Designer: Abbey Burkitt
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: Micheal Thomas
