Southern Cross has launched a brand campaign designed to celebrate recovery, confidence and the emotional impact of feeling well, rather than focusing on illness itself.
The ‘Feel Good Project’, a collaboration between Southern Cross Health and Southern Cross Healthcare, puts real New Zealand health stories at the heart of the creative.
The campaign follows six Southern Cross members as they navigate illness, recovery and the care they received, charting their journey back to confidence, movement and self-belief.
Launching across TV, cinema, out-of-home, digital and social channels, the hero film is soundtracked by Tatiana Woods’ Stay Golden and centres on a joyful, unexpected creative twist. Each participant worked with professional dancers to learn and perform choreography, shifting the narrative from patient to performer.
Rather than highlighting limitation, the campaign celebrates what can happen with the right support in place. The stories focus on the emotional highs of recovery and the sense of possibility that comes with feeling good again.
For the six participants, the project went beyond a traditional marketing campaign. It offered a chance to reclaim movement and visibility, while sharing personal experiences in the hope of resonating with others facing similar health challenges.
By foregrounding real people and emotion-led storytelling, Southern Cross aims to reinforce the role of supportive care in enabling members not just to recover, but to thrive.