ahm backs the messy reality of wellness with People Things via TBWA\Australia

ahm has launched People Things, a new brand platform created in partnership with TBWA\Australia.

The platform marks the next evolution of the brand and a renewed commitment to what it describes as its challenger spirit, with a focus on showing up for customers in ways that reflect how they actually experience wellness.

The platform has also been designed to support ahm’s expanding multi-category role across health, pet, home, car, income protection and life insurance.

Everyday ‘people things’

Samantha McLeod, Head of Marketing at ahm, said the platform reflects the broader reality of wellness.

"Wellness isn’t just one thing - it’s all the everyday ‘people things’ that shape how we live. This platform lets us celebrate that reality and build deeper, more meaningful relationships with our customers by showing up in ways that feel authentic, personal and genuinely relevant.”

Samantha McLeod

TBWA\Australia on the platform

Paul Reardon, Chief Creative Officer at TBWA\Melbourne, said People Things gives ahm a clear creative position.

"The best creative platforms are the ones that feel instantly true. People Things gives ahm a distinct point of view - non-judgmental, often humorous, heartfelt when we need to be, and always honest. It allows us to communicate in a way that only a brand like ahm can.”

The platform launches through partnerships and activations, including RISING festival.

It will also roll out through high-impact media placements, including station dominations, supported by earned media and an always-on influencer strategy designed to build cultural connection and conversation.

Main image: ahm

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