Despite HESTA being the largest super fund for healthcare and community workers, when it came to having a voice beyond its members, the struggle to be heard over major mainstream superannuation funds was tough.

That's why we suggested HESTA champion their members' voices, not the brand's. We wanted their advertising to be a celebration of those that won the national Nursing Awards, of which HESTA is a major sponsor. 

Originally a one-off project to document the stories of two winners, this grew to became an ongoing brand platform capturing the many stories of selfless individuals across TV, print, outdoor advertising, online advertising and social media.