Look After Your Super message returns to screens, socials and billboards on the benefits of super for everyday Australians 

The Super Members Council has this week relaunched a powerful education initiative on screens, billboards and socials that reminds everyday Australians about the importance of their super to their retirement.  

The high-impact message, first launched in March this year, is now back out in the community to help Australians better understand how their super works and why it is worth protecting. 

Super Members Council CEO Misha Schubert said while 80% of Australians say that super will be crucial to their financial security in retirement, three quarters of today’s workforce were not in jobs when super was first legislated – and they want to learn more about how to keep their super strong. 

“We can see in the data that Australians who are engaged with their super make better financial decisions, feel more confident about their retirement, and have a greater appreciation of the value Australia’s super system delivers to them and millions of their fellow Australians.” 

“Our goal is simple: help Australians understand the extraordinary value of their super in their lives, because when people understand it, they are far more likely to look after it and keep it strong.” 

“As Australians better understand the benefits their super delivers in their retirement, they become more confident about their retirement and they also gain a deeper understanding of the importance of strong policy safeguards that protect their super,” Ms Schubert said. 

The initiative was informed by research (Pyxis, 2025) showing engagement with super is one of the strongest drivers of positive retirement behaviours, outweighing factors such as gender, income, education and home ownership. 

The creative will run nationally across streaming television, outdoor advertising, social media and digital channels. In the latest phase, it will further strengthen its audience reach among women and culturally and linguistically diverse communities, including Chinese, Indian and Vietnamese-speaking Australians, who research shows are often less engaged with super. 

It is designed as a long-term program running over years to further strengthen people’s engagement with their super.  

The first phase ran from March to June 2026 and established the Golden Super Goose as a powerful creative concept to help Australians, particularly younger Australians, understand and value their super. 

The initiative’s first phase reached Australians at scale, generating more than 267 million impressions, driving almost one million visits to its website, and achieving 40% recall, putting it near the top 5% of campaigns in financial services. 

Exposure to the campaign was associated with improvements across all super attitudes and behaviours. Among Australians who saw the initiative: 

• 72% took at least one positive action with their super, 29 percentage points above benchmark 

• 84% said they felt motivated to grow their super, 9 percentage points above benchmark 

• 79% said they wanted to engage more with their super, 8 percentage points above benchmark 

• 86% agreed policies that protect super are a good idea, 5 percentage points above benchmark. 

“Australians were more likely to review their fees, check investments, make additional contributions, seek advice from their fund and consolidate accounts, after seeing the initiative,” said Ms Schubert.