Industry Super Australia campaign sees symbol of trust return via Shannon Behaviour Change

Industry Super Australia (ISA) and long-term creative partner Shannon Behaviour Change (SBC) have launched the new ‘Symbol’ campaign, marking the next evolution of one of Australia’s most recognisable and effective brand campaigns.

Symbol works in in tandem with their other iconic campaign, ‘Compare the Pair’. First launched in 2005 to disrupt a financial sector dominated by profit-driven banks, ‘Compare the Pair’ made Australians understand that the best performing super funds are those run to profit members, not shareholders.

‘Symbol’ makes more of an emotional connection, reinforcing that a super fund with the Industry SuperFunds (ISF) mark is run to benefit you and only you.  This consistent dual-messaging strategy has resulted in ISA’s participating funds’ market share growing to more than six million members.

The ‘Symbol’ campaign’s key message of the last few years was ‘Just look for the Symbol’.  This new chapter of ISF’s Symbol campaign focuses on what ISF members found when they looked for the symbol: a super fund where profits go to members, not shareholders.

Says James Shannon, Creative Partner at Shannon Behaviour Change: “The Symbol refresh builds on a behavioural strategy that has guided Industry SuperFunds’ growth from challenger to category leader. It’s an emotional call to action; a reminder that Australians can continue to find comfort and security in a fund where profits go to them, not shareholders.”

The new campaign features a reimagined version of We’re All In This Together, exclusively recorded by Ben Lee, whose original performance became a cultural touchstone in the early years of the campaign.

Says Shannon: “Bringing Ben back was about reminding Australians that progress is something we achieve collectively. The creative integrity that’s defined this campaign for 20 years hasn’t wavered, it’s evolved.”

The ISA and SBC partnership has been recognised globally for its long-term creative effectiveness, including a 2024 WARC Award for Best Long-Term Growth campaign.

Its effectiveness is so respected that it is used as a key case study by Melbourne Business School and just recently, Harvard University adopted the same case study.

Says Alana Burnside, Chief Executive and Director of Marketing at Industry Super Australia: “This evolution of the campaign amplifies the trust equity Industry SuperFunds have built over decades. By leaning into the symbol’s emotional resonance, we’re not just refreshing a campaign – we’re reaffirming our commitment to member-first values.

“Few campaigns in Australia can match the cultural relevance, impact and trust that this collective partnership has built.”

Client: Industry Super Australia 
Chief Executive & Marketing Director: Alana Burnside
Head of Brand & Marketing: Bronwyn Hooton
Marketing Campaign Manager: Helen Avramidis
Assistant Marketing Manager – Digital: Brooke Sullivan

Creative agency: Shannon Behaviour Change
Managing Partner / Strategy: Michael Daddo
Client Service team: David Dumas (Group Business Director), Tenneille Stone (Business Director), Ananya Sen (Senior Business Manager)
Creative team: James Shannon (Creative Director), Kim Hellier (Senior Art Director)
SBC Producer: Jo Theoharis

Media agency: Initiative
Group Investment Director: Sam Bailey
Associate Director: Alex Glavenko
Senior Investment Executive: Ridhima

Production company: Shannon Behaviour Change
Director: James Shannon
Producer: Beaver