Owning a large family home has long been the Australian dream, but UBank is questioning its value in an effort to attract more customers with smaller, affordable loans.

In a powerful new campaign by The Monkeys titled ‘Home Truths’, terminally ill Australians speak about how their thoughts on home ownership and mortgages changed after they received their diagnosis.

The Monkeys worked with Palliative Care Australia to find the six people featured in the film, titled ‘Real Estate Tips from the Terminally Ill’.

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Liz Callaghan, CEO of Palliative Care Australia, said: “When UBank approached us with this concept we immediately liked it because the project gives a voice to the people we advocate for day in and day out – and that’s not an opportunity they often receive. We hope it inspires Australians to make changes for the better.”

The aim of the campaign is to dissuade home buyers from setting their sights on large homes with expensive mortgages, focusing instead of the virtues of having a smaller loan and being able to redirect focus from work to enjoying home life.

CEO of UBank, Lee Hatton, said: “We are seeing too many people working hard to pay off a home they barely spend any time in, and making difficult compromises rather than enjoying their lives. Our belief is that by borrowing less, you can have a bigger life.”

Research commissioned by UBank found that 58% of Australian mortgage holders prioritise work over family due to the financial strain it imposes, while 64% wish they could spend more time at home.

The Monkeys co-founder and ECD, Scott Nowell, said: “This film calls on the unique clarity and wisdom of people living with terminal illness to force us to rethink what’s really important in our lives. It’s confronting but valuable to ask yourself what the ‘Australian dream’ actually costs in terms of stress and, most importantly, time with your friends and family.”

Pulse Communications is managing PR for the Home Truths campaign, which was planned and bought by Bohemia. The film will roll out across TV, digital and social channels, followed by behind the scenes discussions with the six interviewees.

Credits

Client: UBank