The Shannon Company launches campaign for Papua New Guinea superfund Nambawan Super

Industry superannuation ‘specialist’, The Shannon Company, has taken its expertise international, with the launch of its first campaign for Papua New Guinea’s largest superfund, Nambawan Super.

 

TSC managing director, Ian Forsyth, said the campaign team travelled across the country to build their understanding of attitudes and behaviours, and tap into the cultural aspects that influence member engagement with their superannuation.

Says Forsyth: “We came to the table with strong knowledge of superannuation in Australia through our work over many years with Industry Super Australia, Australian Super and Cbus, but it’s a different scheme in PNG, with different dynamics and cultural drivers.

“The campaign is a product of our behaviour change modelling and the great support provided by the Nambawan team in facilitating our understanding of the varied cultures within different parts of PNG. Our client at all levels, from branch staff through to the CEO and Board were very generous with their time and experience.”

Nambawan was originally the super fund exclusively for the public sector in PNG, and while that changed in 2014, research showed there’s still a view amongst many potential members around the country that they can’t join.

Says Forsyth: “This multi-channel campaign is designed to help the organisation break perceptions that the fund is not available to all workers in PNG, and every person depicted in the work is a Nambawan member.

“While there are myriad differences between the schemes in PNG and Australia, the one thing that’s absolutely consistent between industry funds here and Nambawan is that members are always put first.”

Nambawan Super has 188,000 members and 7 Kina (AUD $3.2 billion) in funds under administration. The campaign launched in PNG on 1 March 2020.

Client: Nambawan Super
Morgana Prior
General Manager Brand, Marketing and Communication

Creative & Production: The Shannon Company
Director: James Shannon
Producer: Beaver
Creative: Andrew North; Kerry Hodge
Client Services: David Dumas; Lauren Nichols

Research: Tebbutt
Caz Tebbutt, CEO