My Health for Life
Bringing an ailing brand back to health.
The Brief
Reignite engagement for My Health for Life, a Queensland Government preventative health initiative, after participant growth plateaued just four years post-launch. The challenge was to reposition the program to better connect with Queenslanders and drive sustained behaviour change.
The Insight
The brand was overly focused on promoting a six-session program, making it feel transactional and limiting its relevance. Research revealed diverse audience needs and barriers, highlighting the opportunity to shift from a one-size-fits-all message to a more empathetic, segmented approach—reframing the brand as an ongoing support system rather than a short-term solution.
The Result
A repositioned brand built around the idea of a “Healthy Habits Helper,” shifting the focus from program participation to long-term behaviour change. The strategy introduced four key audience segments—Staying Independent, Worried, Recovering, and Others First—allowing for more personalised and relevant communication.
The visual identity and design system were refreshed to feel more human, legible, and accessible, reinforcing the idea of a companion brand that supports people throughout their health journey. This was brought to life through targeted content designed to help audiences see themselves in relatable stories and take action.
The result is a more flexible, empathetic brand platform that reaches people earlier in their decision-making process and positions My Health for Life as an ongoing healthy habits community, supporting sustained engagement and long-term impact.
