DON’T WING IT

Helping Working Holiday Makers stay spontaneous — but not with their health.

AUTHOR partnered with nib to create a campaign targeting Working Holiday Makers, with a sharp focus on UK and Irish travellers arriving in Australia.

Through research, we uncovered a clear opportunity: while competitors were active in the Overseas Visitors Health Cover space, their messaging felt corporate, generic, and disconnected from the real experience of young travellers.

At the same time, Working Holiday Makers are a highly social, digitally connected audience — driven by spontaneity, cultural immersion, and saying yes to everything.

That tension led us to a powerful insight: working holidays are made for winging it — but health cover isn’t.

From this, “Don’t Wing It” was born.

A campaign designed to reframe health insurance not through fear, but through humour, relatability, and cultural relevance. Instead of warning travellers, we met them in their world — tapping into iconic Aussie moments, from the fun to the slightly unpredictable, to highlight how quickly things can go sideways without the right cover.

Because while travellers should stay spontaneous about road trips, jobs and new experiences, their health and wellbeing shouldn’t be left to chance.

We brought this to life through light-hearted storytelling, influencer-led content, and culturally fluent creative that spoke the language of 18–35-year-old travellers. The tone was distinctly un-corporate — energetic, self-aware, and grounded in real experiences of arriving in Australia.

Across every touchpoint, the campaign positioned nib as the smart, practical choice — the one thing travellers should sort before diving into everything else.

The result is a campaign that makes nib not just visible, but culturally relevant — owning a clear space in the Working Holiday market and connecting with an audience in a way competitors haven’t.

Because when it comes to your Australian adventure, wing the moments that make it unforgettable.

Just not your health cover.