Industry SuperFunds launches ‘fox in the henhouse’ attack on banks

Industry Superfunds have portrayed Australia’s banking industry as a fox waiting to be let into the henhouse by Australia’s politicians in a new campaign aimed at preventing changes to super regulations.

The new ad, by The Shannon Agency, aims to raise awareness of potential policy changes, which could affect all Australians’ retirement savings.

A new website,, educates consumers on what Industry Superfunds say banks want – to remove protections in the system which give employers a list of quality approved non-for-profit funds.

Banks are ready to pounce in new super ad

“The campaign is all about letting five million industry super members and the public know that the major banks are lobbying to redesign superannuation to suit their business models, and remind our Federal politicians that people expect them to stand up to that lobbying”, said Bernie Dean, director of marketing for Industry SuperFunds.

The campaign will run across TV, digital and social.

The campaign comes against the backdrop of a big budget campaign from the Bankers Association aimed at reassuring the public that the banks are listening to them.


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