Australian Ethical has launched new campaign, ‘Invest in what matters’, encouraging Australians to find out where their managed investments and superannuation are invested and whether it reflects what really matters to them.
Created by Silver Lining Agency, appointed following a competitive pitch, the campaign launches on 1 November as Australian Ethical marks its 40th year. The campaign asks a question most Australians have never thought to ask: what is my money actually invested in?
With media by Benedictus Media, the campaign runs across BVOD, out-of-home, social and display, so the question lands whether it’s seen on the biggest screen or the smallest.
Founded in 1986 to invest for a better world, Australian Ethical has spent 40 years investing in line with the 23 principles of its Ethical Charter and advocating for business to be more sustainable in boardrooms and at AGMs.
The campaign is a collaboration between three certified B Corporations: Australian Ethical, Silver Lining Agency and Benedictus Media, and builds on the brand strategy refresh that was supported by a fourth B Corp, Future Brand.
“Our research shows that most Australians don’t want to be invested in companies linked to animal cruelty, environmental damage or social harm1, yet we know that through their super most are,” said Emma Grainge, head of brand and communications, Australian Ethical.
“For 40 years, we’ve invested ethically with the aim of building a better future for investors, their communities and the world around them. This campaign is designed to get people thinking about what they’re inadvertently funding by inviting them to invest in what matters.”
The work speaks to super members, individual investors, advisers and values aligned middle market investors..
The campaign features an original score composed by Smith and Western, which ties into Australian Ethical’s sonic logo making the brand recognisable by ear as well as by eye.
“The insight was simple: most Aussies don’t know where their money is invested. Australian Ethical’s difference is real, but it’s hard to explain in a crowded category,” said Jonny Clow, founder, Silver Lining.
“Our job was to make that impossible to ignore, in a tone that’s optimistic and open, and ‘Invest in what matters’ does both in just four words.”
Distinct assets run across BVOD, out-of-home, social and digital display, and lead into the brand tagline “Invest. Altogether. Better.”
“A strong idea deserves to be seen in the right places. This campaign speaks to people at different points in their investing life. The channel mix lets us carry one consistent idea to each of them.” concluded Phil Benedictus, founder, Benedictus Media.
Credits:
Australian Ethical (B Corp)
Creative: Silver Lining Agency (B Corp)
Media: Benedictus Media (B Corp)
Music: Smith & Western
Voiceover: Fiona Macleod
