How HBF reached a million new dads

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Australian private health insurer HBF has more than a million members. Its mission is to help Australians with all things health-related.

Key Objectives

  1. Attract and engage a national audience of young families, through content targeted at expectant and new dads
  2. Grow a loyal and engaged community of members and prospective customers
  3. Raise brand awareness and differentiate HBF as the ideal health partner for young families


HBF identified a unique opportunity: almost all new-parent information was being targeted at mums. And while expectant dads are also desperate for help, parental information for them was hard to find, disparate, unreliable or just non-existent. So HBF set out to create the definitive advice guide for dads.

Our Approach






After extensive interviews and focus groups with new and expectant dads, we developed a complete and robust content strategy to offer much-needed guidance and support for soon-to-be dads. We developed Direct Advice for Dads (DAD), an information portal of genuine, valuable content created for dads, by dads. On Father’s Day 2016, our DAD website was launched, offering in-depth written and video content, which we amplified through social channels.

Content topics ranged from the helpful (how to swaddle, prepare formula, make baby food and change a nappy) to the heartfelt (“Sometimes it doesn’t work out — my story of miscarriage”). From the sublime (“When are you due, mate?”) to the ridiculous (“the A-Z of being a dad”).

The Outcome

  • Monthly user targets surpassed by more than 1600 per cent
  • Thousands of Facebook reactions and hundreds of shares
  • More than one million site visits
  • Articles published and referenced across multiple
    mainstream media channels
  • International, multi award-winning content campaign
  • Cemented HBF in the hearts and minds of young Australian families