Check your super: Superannuation bodies unite to educate Australians on upcoming reforms

Association of Superannuation Funds of Australia has partnered with the Financial Services Council and a number of superannuation funds to release an ad reminding Australians to check their super.

The ad, created by Illuminate, tries to attract Australians’ attention through song, skywriting and mowing the words into a field.

The campaign comes about ahead of superannuation reforms, which come into effect on 1 July.

A ‘Time to check’ website has also been created to educate Australians on the reforms and what it will mean for their superannuation.

Brannon Valmadre, general manager and co-founder of Illuminate said the the team was keen to work on a campaign for an issue that affects all Australians.

“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,” Valmadre said.

ASFA CEO, Dr Martin Fahy, said: “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.”

FSC CEO, Sally Loane, added: “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.”

The campaign will be executed across TV, digital and social.


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


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