Communications and advocacy agency Big Splash Media has launched its second ‘campaign with purpose’ in the finance industry, backed by a coalition of business heavy weights.
Today, it is launching SupaWomen – a campaign for a fairer superannuation system for Australian women.
Among supporters are Australian Super, Telstra and KPMG. Those backing the campaign are a coalition of those paying money or lending weight and numbers to a cause they believe in.
In 2020, Big Splash Media ran a campaign to bring down the cost of financial advice, supported by AMP in the lead and by other big industry players like Australian Super. The campaign led to an ASIC investigation of scalable advice which reports soon.
Publisher and campaign director Peter Lynch said: “Supporting sound moves for change in society is a great way for brands to use their marketing dollars for good – and to receive kudos for caring about their communities.
“The pandemic allowed us to address the issue of the cost of advice to ordinary Australians at a time when they needed advice most. And AMP supported the campaign at a time when many in finance –particularly advice – were too worried about reputation to do anything this bold. We loved working with them.
“Today, with an election in the offing and women’s issues in the headlines every day, it’s a good time to be advocating for a change that will stop women being disadvantaged in retirement.
“Sadly, women over 55 are the fastest growing group of homeless mainly because they lack retirement savings. We want to warn young women that independent super is vital, and our supporters feel the same way.”
The campaign launches today with advertisements in the AFR pointing to a variety of content including podcasts, video interviews and articles featuring business leaders, financial experts and spokes people from our campaign partners.
A poll carried out by financial literacy website Reallysimplemoney.com.au, which talks to an audience of 85,000 (mainly women) and will host the campaign, found 61 per cent of respondents didn’t know how much they would need for a comfortable retirement. And 86 per cent supported mothers being paid super during parental leave.
Perhaps more telling for the government: Over 90 per cent said they would support a party which helped women achieve a better result with retirement savings.
Big Splash Media is a content communications agency specialising in publishing and for-purpose campaign content.
Lynch says marketing budgets offer a rich vein of resources to effect change which are good for brands.
“There does not have to be a rigid line between ad spend and a social conscience. It’s been tremendously gratifying to see the corporate sector embrace this campaign. Many of our supporters have already identified ways to close the superannuation gap in their own organisations.”
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