Despite HESTA being the largest super fund for healthcare and community workers, when it came to having a voice beyond its members, the struggle to be heard over major mainstream superannuation funds was tough. We suggested that rather than championing the brand itself, why not champion the people behind the brand?
The amazing stories of members who had won the HESTA sponsored nursing awards became our inspiration. What was originally a brief to create a documentary-style content piece quickly developed into what has become HESTA’s core brand campaign across TV, outdoor and digital & social media. We collaborated with award-winning documentary maker Jen Peedom and a group of talented photographers and DOPs to uncover this ongoing series of inspirational stories.
