Australian Ethical Launches Campaign Urging Aussies To Invest Ethically In Support Of Climate Action Via DO. Agency

Australian Ethical Launches Campaign Urging Aussies To Invest Ethically In Support Of Climate Action Via DO. Agency
B&T Magazine
Edited by B&T Magazine

As Australia’s unprecedented bushfires are compounded by continuing policy inaction and fossil fuel promotion, Australian Ethical Investment has launched a new campaign urging all Australians to make their money matter in response to the climate emergency.

Australian Ethical has collaborated with poet and singer / songwriter Ancestress, a Birri Gubba and Gungalu Dawson River Murri, creative agency DO and media buying agency Benedictus to create An Ode to Change. 

The emotive campaign covers cinema, billboards, buses, trams, podcasts and digital and encourages Australians to unite and pursue solutions to the climate crisis by investing ethically.

Allyson Lowbridge, Chief Customer Officer at Australian Ethical, said: “The 2010s were a lost decade for climate action and we can’t afford a repeat.

“We are now living through the effects of a climate emergency, but we should never underestimate the power and determination of the Australian people.

“Despite our differences, most of us are unified by one thing: we passionately want to protect the country we love – not just for ourselves, but for future generations too. One of the most impactful actions we can take is to make our money matter by investing our super and other investments ethically, in a way that moves money away from fossil fuels.”

Poet and singer / songwriter Ancestress, who co-wrote An Ode to Change and features in the campaign, said: “All over the planet, we are facing the most urgent time in human history.

“My people governed this continent in the most sustainable way that it has ever been governed, and we have the knowledge to do it again.

“This is why I make work about climate change, because it is a governance problem, and there are still many of my people with the solutions.”

A recipient of Australia Council’s Dreaming Award and multi-disciplinary artist, Ancestress has been making work and writing about climate change for almost 10 years and comes from a cultural and politically-informed family who have helped to inform her work. 

She said: “Our people have lived sustainably for over 60,000 years, and in complete balance with each other.

“What is often forgotten is that we still have access to our cultural understanding of our land and that Indigenous governance by Indigenous people should not to be undervalued.”

Tom Ormes, Creative Director at DO, said: “Climate change is the biggest issue of our generation. You can’t help but see what’s happening and be concerned about the future, but the advertising industry has a responsibility to use its influence to inspire a shift in public attitudes and be part of the solution.

“Together with Australian Ethical, we want to create a voice for change. We want this campaign to be the spark for people to make the changes the planet needs.”

With over 30 years’ experience, Australian Ethical is one of the country’s fastest growing super funds as Australians increasingly realise the power of their money to create positive change.

Lowbridge said: “While there are many ways to make change happen, social movements have never been led by politicians, they have always been led by people. Often just ordinary people who started doing things differently – like using their super and their money for a better tomorrow.

“Australian Ethical members have already made a powerful statement by making their money matter and now we’re urging all Australians who care about their future to join them and shape the world they want to live in.” 

Watch an Ode to Change here


Poet and co-writer



Creative agency

DO. Agency

Media agency

Benedictus Media

Production Company

Hello Future

Public relations

Mkt. Communications

Environmental considerations 

Carbon emission offsetting

Approximately 369,410 kg of carbon emissions produced by Sydney buses offset with help from JCDecaux Australia

SmartSkin billboards

100% recyclable billboard skins by Cactus Imaging used in all outdoor placements





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