HESTA champions an authentic vision of retirement in new campaign via AKQA Australia

AKQA Australia has launched a new brand campaign for HESTA, a leading industry super fund with deep connections to health and community services workers.

The campaign aims to encourage Australians to pursue their own vision of retirement, anchored by the line: “Don’t tell me how to retire. Just help me do it.”. The campaign portrays a more authentic perspective on retirement that recognises the diversity, individuality and unique aspirations of Australians.

The new campaign pushes back on cliched ideas of retirement and reflects the desire people have to create the retirement they want. Speaking directly from the voice of this audience, the “Don’t tell me” campaign presents a more grounded view of retirement and highlights HESTA’s approach to supporting members to retire with clarity and confidence.

Around 80% of HESTA members are women, many of whom work in professions such as nursing, midwifery, early education, aged care and community services. In the next five years around 14% of HESTA members are expected to retire, with the campaign acknowledging the need for practical guidance and the Fund’s role as a trusted advisor; helping them plan and aim to achieve a better financial future.

The campaign is AKQA Australia’s first major creative work for HESTA, building on an eight-year relationship as the fund’s digital transformation and innovation partner. Over that time, AKQA has helped shape HESTA’s digital platforms, applications and member communications to create a more connected member experience.

The campaign launched this week and will roll out across broadcast, out-of-home, digital and social, with a strong focus on engaging members approaching retirement and reinforcing HESTA’s role as a lifelong partner.

Says Lisa Samuels, Chief Experience Officer, HESTA: “We know that retirement looks different for everyone and we want to support our members in creating the future they want. The transition to retirement can bring many challenges, and people often feel unprepared or apprehensive about how to push toward their goals. We want Australians to feel supported to make their vision of retirement a reality, and we’re here to help make that happen.”

Says Sarah McGregor, Executive Creative Director, AKQA Australia: “Our campaign pushes back against the predictable retirement dream built around quiet hobbies, long walks and expensive holidays. We wanted to champion a different attitude, one that acknowledges the diversity and spirit of HESTA’s members. No airbrushed clichés, just the right support and advice for their super and their retirement.”

Says Justine Leong, Managing Director, AKQA Australia: “As we enter Australia’s retirement boom, this is a critical moment in time to shift the conversation. For many Australians, particularly those in caring professions, retirement is not about an idealised lifestyle; it’s about security, clarity and support. By combining creativity with connected member experiences, we are proud to partner with HESTA to deliver this campaign about a pivotal stage in peoples’ lives.”

HESTA Chief Experience Officer: Lisa Samuels
HESTA Head of Brand and Marketing: Callum Tod
HESTA Senior Manager, Brand & Acquisition: Rhiannon Bell
HESTA Brand Manager: Courtney Burr
HESTA Brand Specialist: Eli Zulkefli

Creative Agency: AKQA Australia
Managing Director: Justine Leong
Chief Creative Officer: Tara McKenty
Executive Creative Director: Sarah McGregor
Production Director: Colin Tuohy
Art Director: Fong Ong
Copywriter: Katie Bird
Senior Experience Strategist: Phoebe Davies
Account Director: Nikola Purvey

Production Company: Photoplay
Director & Still Photographer: Sarah Adamson
EP / Producer: Florence Tourbier
DOP: Aaron McLisky
Post Production: Heckler

Original Music & Sound Design: Sonar Music

Media Agency: PHD
Group Business Director: Rachael Conway
Business Director: Dona Choi
Media Implementation Account Director: Carrie Nguyen
Media Implementation Executive: Freyja Sellenger

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