Two of Australia’s peak representative bodies in financial services have combined to create a public education campaign via Illuminate, around the upcoming Protecting Your Super changes taking effect on 1 July.
The campaign, titled “When did you last check your super”, was developed by Illuminate, on behalf of the Association of Superannuation Funds of Australia (ASFA) and the Financial Services Council (FSC), alongside various Australian superannuation funds and life insurers.
Launched this week, the integrated cross-channel campaign urges Australians to check their insurance cover through superannuation to understand the impact of the upcoming changes coming into effect on 1 July, with the potential to leave up to 3 million people without life insurance through their super.
“When did you last check your super” will run across TV, digital and social, while a campaign website has also been developed, www.timetocheck.com.au, featuring an animated explainer to act as a useful resource in educating Australians on how to check whether they’ll be affected by the changes.
Says Brannon Valmadre, general manager and co-founder of Illuminate: “We’re always looking for opportunities to solve genuine problems, so we jumped at the chance to help engage Australians with this important and timely message. Working with exceptional production partners who shared our vision has allowed us to deliver a cross-channel campaign that uses a touch of humour and relatability to crack through Australians’ disengagement with their ‘life admin’ at a really important time.”
Says Dr Martin Fahy, CEO, ASFA: “Illuminate’s approach to this campaign recognises the work super funds have been doing to engage their members with these important changes, and focuses on amplifying and adding value to that mission by genuinely disrupting Australians and prompting them to sit up and take notice.”
Says Sally Loane, CEO, FSC: “Many Australians only hold life insurance through their superannuation, which provides an important safety net for individuals and their families if the worst should happen. This campaign urges consumers to keep an eye out for communications from their super fund so they can take action if required.”
ASFA, General Manager – Member Strategy, Communications & Brand: Katrina Horrobin
FSC, Policy Manager: Jane Macnamara
Illuminate, General Manager: Brannon Valmadre
Group Strategy Director: David Coupland
Creative Director: Lawrence Parmenter
Account Executive: Olivia Dovellos
Production Company: Mint Films
Director: Andrew Seaton
DOP: Matthew Samperi
Producer: Nicholas Mutton
1st AD: Kate North-Ash
1st AC: Bonnie Chai
2nd AC: Sam Steinel
Gaffer: Thomas Keyes
Best Boy: Nick Gascoine
Production / Costume Designer: Bou
Art Assistant: Tatum Grimson
Costume Assistant: Courtney Covey
Hair and Makeup Artist: Frances Fraser
Production Runner: Gavin Guy
Actor: Ned Law
Actress: Jessica Matthews
Media Agency: MediaSmith
MediaSmith, Account Director: Jasmine Nikolopoulos