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Staying Human in Health: How Initiative Strengthened Its Partnership with Australian Unity

Leading with Care in a Changing Landscape

Roastbrief by Roastbrief
June 30, 2025
in Agency, People
Reading Time: 4 mins read
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Staying Human in Health: How Initiative Strengthened Its Partnership with Australian Unity
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June, 2025.- Megan Davey, Head of Melbourne at Initiative, on in-person relationships, ageing Australians, and building media strategies that deliver real wellbeing value.

1. The Secret Behind a Strong, Lasting Client Relationship

“Coming out of the ‘Covid Hangover’ and appointing a new Initiative account team on Australian Unity, we made a conscious effort to get to know the client team by ensuring that we got off Microsoft Teams and conducted most meetings in person and become a regular visitor at their Melbourne offices.”

This deliberate return to face-to-face collaboration created the foundation for a transparent, effective partnership.

“This visibility enabled us to establish an honest and transparent relationship which we used to review and amend all processes to ensure that we [were] operating as efficiently and effectively as possible.”

2. Entering the Home Health Space: A Strategic Evolution

Australia’s ageing population is shifting the focus—and the opportunity.

“In November this year, the government [is] introducing a new funding program called Support at Home which will replace the current Home Care Package (HCP). This reform highlights the need for additional health and wellness care for Australians and was a driving force for Australian Unity to acquire myHomecare Group (MHC) in early 2024.”

For Initiative, this move is more than a category expansion—it’s a call to deepen audience understanding.

“Working closer with the Home Health team helps us to better understand the needs and mindset of this audience… we’re excited about developing longer term plans to meet the challenges that come with this demographic shift.”

3. Translating Wellbeing into Media Strategy

Australian Unity’s brand isn’t just about services—it’s about purpose. Initiative responded by aligning media to amplify that mission.

“Initiative sought out a publishing partner to assist in amplifying the deeper conversations that were happening around wellbeing while supporting the base media buy across TV, digital and out of home formats.”

They found the perfect fit in The Guardian.

“Strong audience overlap was identified… and together with GLabs… we created a ‘wellbeing portal’ that contained articles that explored the current ‘state of the nation’ for Australians and their wellbeing.”

This portal was grounded in data and credibility:

“The Guardian utilised Australian Unity’s Wellbeing Index – a twenty-year plus partnership with Deakin University that tracks the wellbeing of Australians by focusing on the ‘seven domains of wellbeing’.”

From cost-of-living pressures to generational differences, the campaign encouraged audiences to reflect and act on their own wellbeing.

4. The Road Ahead: Value, Relevance and Trust in 2025

In a tightening economy, relevance becomes critical.

“Cost of living pressures [are] encouraging all Australians to review their spending on lifestyle items such as Private Health Insurance.”

Consumers want proof of value—not just promises.

“More than ever, people are demanding that the services they sign up to are providing value back to them in their lives.”

That’s where Australian Unity’s Worth It campaign comes in:

“We’re showing to prospective customers how they can get more out of their private health insurance in their daily lives.”

From in-person connections to media partnerships that educate and empower, Megan Davey and the Initiative Melbourne team are helping Australian Unity live its mission as a true wellbeing company—one that understands both the cultural moment and the human behind the health policy.

Tags: agencyinterviewpeople
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