St Lukes - Turning one day into day one

In early 2026, we launched a new brand campaign for Tasmania's leading not-for-profit health and wellness organisation St Lukes. Our 'Day one' campaign challenges the familiar excuses that often hold people back from being healthier – too hard, too early, too cold, too expensive – and reframes the mindset, inspiring locals to take the first step towards a healthier future.

We drew on the human insight that while most people know they should be healthier, it can be hard to act on it alone. Through research across Tasmania, we learned that, when it comes to health and wellbeing, people need encouragement, accountability and a little nudge to get started.

Tasmania’s deep sense of community key to the campaign, shining a light on the fact that strong social connection helps you to take the first step and stay motivated. Tasmania already has that connection, we just need to harness it and support each other.

The campaign reflects St Lukes’ deep understanding of Tasmanians. Everything was shot locally, with Tasmanian talent and familiar places.

We also worked with St Lukes to create a piece of bespoke brand music usingTasmanian artist Eliza Bird and recording at MONA’s Frying Pan Studios in Hobart.

The campaign intends to help Tasmanians feel seen and understood, building momentum towards St Lukes’ vision to make Tasmania the healthiest island on the planet.

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