Medshield members given ownership in new ad campaign

Medshield Medical Scheme, one of the largest schemes in the country, has launched a new radio and print advertising campaign entitled ‘Your Medshield’. Placing the scheme’s collective membership at the centre of the campaign’s execution, the ads serve to illustrate that Medshield exists for its members and their healthcare.

The 30 second radio spots feature members contacting Medshield to request various forms of assistance. The Medshield staff member, acknowledging the member as ‘the boss’ then offers to help by making the member’s own helicopter, self-administration department and 24-hour nurse available to them. Run by members, for members, the scheme’s new ad campaign seeks to demonstrate the notion of collective ownership.

Produced by through-the-line agency Bletchley Park, the campaign sees three radio ads and three print ads launched in June. Creative Director, Kelly Putter comments, “The medical industry has on occasion seen a disconnect between the member and their medical scheme, resulting in members feeling disillusioned and disparate from their scheme. In contrast, this campaign highlights Medshield’s ‘Always There for You’ brand promise, and also a sense of ownership, simplicity and authenticity.”

Medshield’s Executive Principal Officer, Duduza Khosana, added, “Medshield’s successful 40 year track record, and the fact that it remains one of the country’s most financially sound schemes, contribute significantly to its ranking as a leading healthcare partner. Our members have peace of mind that they are covered by a reliable scheme, and can be proud to call it their own.”

The ‘Your Medshield’ campaign will run for six months from the end of June.