Super funds thank frontline members with #IOUaHug

5 May 2020

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The campaign was developed with Dentsu Group Melbourne.

Five Australian super funds - Catholic Super, Equip, MyLife MySuper, MyLife MyPension and Transport Super - have publicly thanked their members working on the frontline during COVID-19.

The integrated campaign which cuts across social and editorial, thanks those in professions such as health/aged care, teaching, pharmaceuticals, mining/transport and logistics for their dedication to serving their community.

Working on the frontline has been stressful for many and now more than ever these workers need a hug.

Developed with Dentsu Group Melbourne, the #IOUaHug film features a (real) nurse, teacher, doctor, paramedic, telecommunications linesman, security guard and supermarket worker speaking to their loved ones over Zoom.

It encourages Australians everywhere to share a virtual hug with someone on the frontline to let them know they are thinking of them.

Awenna Williams, head of experience for all super brands in the campaign, says that members of these superannuation funds have always played a crucial role in the community, but recent events have required them to carry the nation forward on behalf of all of us.

“Those working in education, health/aged care, mining/transport and logistics and the provision of energy and water have really stepped up," Williams says.

"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, says hearing the stories of these frontline workers will enable Australians to have a more emotionally powerful connection with them.

“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," Shore says.

"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 launched on Thursday April 30 and will run across social, editorial channels and PR until July 31, 2020.

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

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