Super funds thank frontline members in new #IOUaHug campaign via Dentsu Group Melbourne

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Five Australian super funds – Catholic Super, Equip, MyLife MySuper, MyLife MyPension and Transport Super have publicly thanked their members working on the frontline during COVID-19 in a new campaign via Dentsu Group Melbourne, produced by AIRBAG.


The integrated campaign which cuts across social and editorial, thanks those in professions such as health/aged care, teaching, pharmaceuticals, mining/transport and logistics for their dedication to serving their community. Working on the frontline has been stressful for many and now more than ever these workers need a hug.

The #IOUaHug film features a (real) nurse, teacher, doctor, paramedic, telecommunications linesman, security guard and supermarket worker speaking to their loved ones over Zoom. It encourages Australians everywhere to share a virtual hug with someone on the frontline to let them know they are thinking of them.

Awenna Williams, head of experience (for all super brands in the campaign) said that members of these superannuation funds have always played a crucial role in the community, but recent events have required them to carry the nation forward on behalf of all of us: “Those working in education, health/aged care, mining/transport and logistics and the provision of energy and water have really stepped up. They are the ones who are getting up every morning, leaving their families and drastically changing the way they work in order to beat this invisible enemy and serve their community. We want to publicly say thank you and encourage all Australians to tell these workers ‘I owe you a hug’!”

Says Natalia Shore, head of client experience at Dentsu Group Melbourne: “The more we understand the stories of people and see the role they have not only as people on the frontline, but also as mothers, fathers, sons, daughters, and friends, the more emotionally powerful the connection we have with them is.

“Those who are on the frontline now are vulnerable and anxious – that in doing their vital jobs, they may get infected or someone they love might get ill. And yet, they keep going. They have shown strength, they have sacrificed, but the one thing we can’t do is hug them.

“We’re proud to be working with brands which are focused on creating brighter futures – a lot of us feel quite helpless at the moment, so with the help of our client partners – we can say thank you to those who have been working tirelessly to protect us, and think about a time when this will be over.”

The campaign will run across social, editorial channels and PR until 31 July 2020.

Client: Catholic Super / Equip Super
Chief Member Officer: Tania Cumming
Head of Experience: Awenna Williams
Brand and Campaign Manager: Suzanne Watteau
Digital Experience Manager: Remie de Pree

Agency: Dentsu Group Melbourne

Production Company: AIRBAG
Public Relations: Icon Agency
Managing Director: Joanne Painter
Head of PR: Matthew Thomas
Senior Account Manager: Amanda Cirillo