Client: Industry Super Australia
Show of strength
The behaviour:
In response to the introduction of the superannuation Choice of Fund legislation in 2005, a group of like-minded Industry SuperFunds came together to use their collective strength to create a major behaviour change campaign. The aim of the campaign was threefold:
- educate fund members about the benefits of Industry SuperFunds;
- promote them as a better alternative to retail super funds; and
- protect the superannuation rights of working Australians.
The change:
Over many years the two iconic TV campaigns, scheduled in tandem, have informed and resonated with members, as well as non-members. They also provided – and continue to provide – an important backdrop for extensive discussions with both Government representatives and Members of Parliament when reforms to the superannuation industry are under consideration.
