I really find these ads offensive as it appears many others do if Twitter is anything to go by.
They play on deep seated emotions in a cynical and somewhat offensive attempt to sign us up to their health care.
Now while health care is important, I think that how they have done these advertisements is almost using something which for many people may be personally very distressing as a way to sell their product.
Quite disgusting in my opinion.
If you live in Western Australia, and while I hesitate to post the link to their ad, you could find it easily enough, so here it is.
Link