CMO Awards Podcast Episode 15: Going for growth: AAMI, Wesfarmers Health on the case for behaviour change

Host: Nadia Cameron, Publisher | Editor – Marketing

This year’s CMO Awards again set out to recognise marketing teams driving strategic growth for their organisations with our Best Growth Initiative of the Year Award, presented by Publicis Groupe.

Our 2026 winner? A driving test from the Suncorp team that set out to change behaviour and instill safer driving practices across Australian consumers, thereby combatting a 42 per cent rise in motor claim costs and 22 per cent lift in national fatalities. The AAMI Driving test not only achieved this ambition – so far, it’s reduced annual insurance claims by $4.2 million, 9 per cent above target – it also lifted brand consideration and engagement for the iconic red brand across customers and non-customers alike. And while it wasn’t the objective, it’s now expected to bring in $1.9m in premium revenue generated.

“Too often, growth is approached as a marketing or sales problem, focused on immediate volume, reach or conversion. The AAMI Driving Test reinforced that real growth really came from solving a meaningful business problem,” says AAMI head of brand and content, Rapthi Thanapalasingam. “By focusing on prevention first, we unlocked growth outcomes as a byproduct, including stronger engagement, brand consideration, and that premium revenue.

“Campaigns end, but capabilities compound. The biggest value came from us building an asset using our telematics and data capability that can continue creating value long after the campaign is over.”

In a similar vein, this year’s Highly Commended growth initiative, Wesfarmers Health’s ‘Anything Menopause’ program, developed in response to a clear and urgent consumer, commercial and societal gap. Over 3 million Australian women experience menopause, with 85 per cent reporting symptoms. Despite this prevalence, stigma and confusion persist. Market analysis identified a $667 million menopause category, with at least one-third of that effectively unserved.

Priceline’s response has been an end-to-end menopause care platform. Grounded in education and empowerment, the key was firstly knowledge uplift across pharmacists, says GM of marketing, Corrina Brazel. Across 3500 frontline staff, Wesfarmers has already seen a 35 per cent jump in confidence in staff discussing menopause with customers as a result. The commercial gains also ensued, including a 63 per cent increase in dis