HBF is an Australian private health insurer with more than a million members. Their mission is to help Australians with all things health related.
Pregnancy is an important time in the lives of young families. But it’s also an important time for private health insurers, because this milestone is a moment when couples begin to reconsider their health cover. It’s a key time for customers to upgrade or switch health cover providers. So HBF wanted to differentiate themselves and be top of mind when couples were considering the switch.
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; it was disparate, unreliable or just non-existent.
So HBF set out to create the definitive advice guide for dads, and together we developed Direct Advice for Dads (DAD), a website of genuine, valuable content created for dads, by dads.