Health insurance company ahm collaborated with Vice on a show that engages its players and audience on a complicated subject using a mix of comedy and education

Buying health insurance can be complicated, especially when the system itself can be so difficult to navigate in the first place. Australian health insurance company ahm is hoping it can help millennials learn the ropes through a fun and light-hearted game show titled “Are You Ready to Be 30?”

Created in collaboration with Vice, the three-episode run of the show gives advice to young Australians who are learning how to be independent adults, including signing up for health insurance. The hosts ask people in their 20s questions to gauge who is most prepared to be 30, like how often do they order take-out or how many podcasts have they recommended to other people, as well as asking them tough questions about responsibilities. This is a continuation of ahm and Vice’s first two-part “Are You Ready to be 30?” show that aired in January 2018.

By going with a comedic but still educational content strategy, ahm reaches an audience that has no shortage of media competing for its attention and does so in a way that creates brand recognition.

Are You Ready to Be 30?

Buying health insurance can be complicated, especially when the system itself can be so difficult to navigate in the first place. Australian health insurance company ahm is hoping it can help millennials learn the ropes through a fun and light-hearted game show titled “Are You Ready to Be 30?”

Created in collaboration with Vice, the three-episode run of the show gives advice to young Australians who are learning how to be independent adults, including signing up for health insurance. The hosts ask people in their 20s questions to gauge who is most prepared to be 30, like how often do they order take-out or how many podcasts have they recommended to other people, as well as asking them tough questions about responsibilities. This is a continuation of ahm and Vice’s first two-part “Are You Ready to be 30?” show that aired in January 2018.