Behaviour Change Challenge

Younger building and construction workers think superannuation is ‘boring’ and ‘for old people’. Most of them discard any information relating to their superannuation accounts.  Our challenge was to get them to take an interest in their super.

Emotional Connection

We developed and still run a social media and digital strategy as a platform to get these younger members connected to the Cbus brand via content that interests them (eg: a calendar of their Rostered Days Off or competitions), while also providing an environment that encourages them, in a light-hearted way, to connect emotionally to super as ‘real money’ – their money.

The Behaviour Change

Facebook ‘likes’ moved from 27 to 7,670 in just six weeks; 10,000 competition entries, coupled with significant levels of engagement with shares and comments; establishment of a Facebook community.