Super funds come together to thank essential workers with virtual hugs

Super funds Catholic Super, Equip, My Life My Super, My Life My Pension and Transport Super, have come together to thank essential workers for their commitment during the COVID-19 crisis.

The ad consists of Zoom calls between nurse, teacher, doctor, paramedic, telecommunications linesman, security guard and supermarket worker and their loved ones, describing what being on the front line of the crisis is like.

The #IOUaHug campaign has been created by Dentsu Group Melbourne.

Speaking on behalf of all of the super brands involved, head of experience Awenna Williams, said: “Those working in education, health and 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’.”

Natalia Shore, head of client experience at Dentsu Group Melbourne, praised the front line workers of the crisis.

“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,” Shore said.

“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, PR and editorial channels until 31 July, 2020.


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

Dentsu Group Melbourne

AIRBAG – Production Company

Icon Agency – Public Relations
Joanne Painter – Managing Director
Matthew Thomas – Head of PR
Amanda Cirillo – Senior Account Manager


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.