To help members recognise high-pressure sales tactics.
Industry Super Australia is warning super fund members to be alert when served up a click-bait style ad or cold called about their retirement savings in a campaign via Shannon Behaviour Change.
The campaign is designed to help members recognise high-pressure sales tactics and remind them of the strengths and attributes associated with regulated funds.
More than 12,000 Australians lost more than $1 billion combined when the Shield Master Fund and First Guardian Master Fund collapsed, according to Industry Super Australia.
The call to action is clear: If you get an unsolicited call about switching your super or see a ‘clickbait’ social media ad offering a “free super health check”: Stop. Check. Keep your super in safe hands.
The campaign is starting on July 31, 2026, and will run across media channels such as screens (Free to air TV, subscription TV, video-on-demand), radio, digital, social media, podcasts and outdoor billboards.
“Australians might not know they are being targeted in this way,” said Industry Super Australia chief executive and director of marketing, Alana Burnside.
“Our campaign is about educating industry super fund members about what is happening and the steps they can take to protect their retirement savings.”
“Members expect us to warn them about things they should know to protect their savings. We’ve seen devastating examples of what can go wrong through the collapse of Shield Master Fund and First Guardian Master Fund.
“This campaign is about raising awareness of this and educating our members of the warning signs.
“A cold call about your superannuation is a red flag. If something doesn’t feel right or someone is pressuring you to make a quick decision about your retirement savings, always stop, check and keep your super in safe hands.”
Credits:
Industry Super Australia team:
- Chief Executive & Director of Marketing Alana Burnside
- Head of Brand & Marketing Peter Little
- Marketing Campaign Manager Helen Avramidis
- Digital Platforms Manager Brooke Sullivan
Creative agency:
Shannon Behaviour Change
Media Agency:
Zenith
