Industry Super Australia campaigns to make its symbol ‘The only thing to look for’ when choosing a fund

Industry Super Australia has launched a new campaign aiming to increase people’s awareness of the Industry Super Fund symbol as a means of identifying its super funds.

The campaign aims to capitalise on negative community sentiment following the Royal Commission into Misconduct in the Banking, Superannuation and Financial Services Industry. 


Industry Super said in its press release that the campaign will be “building on the community sentiment post Royal Commission that has seen a wave of Australians turn their back on retail super funds in favour of industry funds”.

Industry Super Australia chief executive, Bernie Dean, said in a statement: “We know that people don’t spend a lot of time thinking about their super. This new campaign will give consumers confidence that all they need to look for is the Industry Super Fund symbol.

“For decades industry super funds have on average outperformed retail sectors, delivering high returns and low fees for members. This campaign makes it easier for consumers to choose a good fund.

“Our message is simple: There’s only one symbol you need to look for.”

This campaign follows Industry Super Australia’s campaign from February which shone a light on the superannuation many Australians are owed by their employers.  The group is also known for its ‘Compare the pair’ campaigns which pit two people with the same age, and same income against each other.

The campaign will be executed across free-to-air TV, OOH and digital.


Industry Super Australia
Director of Marketing: Alana Burnside
Creative agency: The Shannon Company


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