HBF is an Australian private health insurer with more than a million members. After taking a look at their customer base, they had an epiphany: while there was a teeming mass of helpful content out there for new mums, dads were left fumbling in the dark. From there, they set out to create the definitive advice guide for fathers. With my help – a father of two myself – they developed Direct Advice for Dads (DAD), a website of non-nonsense, super-helpful content created for dads, by dads.

I took on creative lead across virtually all stages of the project: the pitch, ideation, concept, brand design, research, UX and visual design. The team interviewed dads from different backgrounds, ages and stages, and found many common patterns and topics. We tapped into their needs, their concerns and their hopes. It made me truly proud to work on this project – watching it evolve from pitch stage to a live hub, while witnessing it flourish thanks to avid Aussie dads, eager to connect, share tips and banter about their respective ‘blobs’. I truly believe it’s well on its way to becoming the go-to place for dads to go for parenting advice.

Winner: Agency/Client Content Marketing Partnership award

Winner: Best Overall Editorial – Digital

Winner: Content Marketing Launch of the Year

Winner: Best Content – Driven Website

Gold: Best branded publication – BEFest Awards

Gold: Most Innovative Content Solution – The Pearl Awards

Gold: Industry Specific/ Healthcare/Pharmaceutical – The Pearl Awards

Bronze: Best Overall Content Solution – The Pearl Awards