Week 42 Health Digital Marketing Newsletter

This week’s Digital Health Observer covers Medibank’s launch of Untangle, a national brand platform built with Colenso BBDO that reframes mental wellbeing as everyday ‘mental fitness’, backed by a $100 million, five-year mental health commitment. We also look at Four Seasons’ Naked campaign, which used AI-generated creative at roughly 10% of normal production cost and delivered a 15% sales lift at Woolworths plus a 27-point rise in brand awareness. Niro Brands has entered Australia’s tightly regulated quitting-support category with Curbi, a nicotine-free chewable taking the direct-to-consumer challenger route. Plus Ancient + Brave’s case for holding your nerve on long-term brand building in wellness, and healthcare marketing lessons on humour, taboo and brainrot culture from Advertising Week 2026’s first dedicated healthcare track.

Medibank Reframes Mental Health as ‘Mental Fitness’ With New Untangle Platform

Medibank has launched Untangle, a national brand platform built with Colenso BBDO that positions mental wellbeing as everyday ‘mental fitness’. The work runs across TV, out-of-home, social and content partnerships with news.com.au and Mamamia, within a $100 million, five-year mental health commitment. Read more →

Four Seasons’ AI-Made Condom Campaign Lifts Woolworths Sales 15% at a Fraction of the Cost

Australian condom brand Four Seasons produced its Naked campaign with AI-generated creative at roughly 10% of normal production cost, redirecting the savings into media. The campaign delivered a 15% sales lift at Woolworths and a 27-point rise in brand awareness. Read more →

Niro Brands Launches Curbi, a Nicotine-Free Chewable for the Quitting Market

Niro Brands has debuted Curbi, a nicotine-free chewable positioned as a smoking-cessation alternative in Australia’s tightly regulated consumer health market. The DTC challenger enters the fast-growing harm-reduction and quitting-support category. Read more →

‘Hold Your Nerve’: Ancient + Brave on Long-Term Brand Building in Wellness

Ancient + Brave’s marketing director told Marketing Week that wellness marketers abandon campaigns before long-term effects materialise. The UK supplements brand has maintained brand-building investment alongside performance spend rather than chasing short-term ROI. Read more →

Humour, Taboo and Brainrot: Healthcare Marketing Lessons From Advertising Week 2026

Advertising Week 2026 ran its first dedicated healthcare track, with panels on using humour in health campaigns, tapping ‘brainrot’ culture and short-form video for younger audiences, and marketing stigmatised conditions. Sprout Pharmaceuticals’ Cindy Eckert detailed how her team marketed around taboo in women’s sexual health. Read more →