There are only so many propositions a health insurance company can offer. Two years ago, Frank health insurance surprised Australians with its honesty, You won’t love us. You won’t hate us.

Now ahm is surprising Australia with Clemenger BBDO Melbourne’s beautifully illustrated truths about life – it can be complicated, confusing and stressful – and the promise that health insurance doesn’t have to be. The campaign, The Simple Bit, is all about simple, and that is strikingly underlined by its hand-drawn illustrative style, which was developed in collaboration with New York based illustrator, Liana Finck, best known for her column in The New Yorker. The campaign’s engaging friendliness is embedded in both the idea and its execution – and that’s another real plus in this category.

Evan Roberts, executive creative director, Clemenger BBDO Melbourne, explained, “As we all know, being simple is incredibly tough. For ahm this isn’t just a campaign, it’s a service promise.”

ahm general manager, Jan O’Keefe, commented, “Our customers are looking for value. They want health insurance to be simple, easy and affordable. We’ve always anchored our messaging around price, but this new brand platform highlights the bold simplicity of our products and customer experience. Our customer base is the youth market and we know they value simplicity as particularly important.

“Since the distinctive, black and white rebranding in 2014, our brand awareness has grown rapidly, with two out of three Australians aware of ahm health insurance. Our campaigns have successfully relied on a proposition of affordability, executed with a sense of humour. As Australia’s fastest growing health insurer brand, this approach has resonated beyond our target audience. Now we’re looking for an emotive long-term brand strategy that sets up ahm for a future beyond health insurance.”

The campaign is running across television, print and online.