Industry super fund HESTA has launched a brand campaign, developed by AKQA Australia, anchored by the line: “Don’t tell me how to retire. Just help me do it.”
The campaign pushes back on clichéd portrayals of retirement, presenting what the release describes as a more grounded view that recognizes the diversity and individual aspirations of Australians approaching the end of their working lives.
Around 80% of HESTA members are women, many working in nursing, midwifery, early education, aged care, and community services. According to the release, approximately 14% of HESTA members are expected to retire within the next five years.
The work marks AKQA Australia’s first major creative campaign for HESTA, building on an eight-year relationship as the fund’s digital transformation and innovation partner. Over that period, AKQA has worked on HESTA’s digital platforms, applications, and member communications.
The campaign launched this week and will run across broadcast, out-of-home, digital, and social channels, with a focus on members approaching retirement.
“We know that retirement looks different for everyone and we want to support our members in creating the future they want,” said Lisa Samuels, Chief Experience Officer, HESTA.
“The transition to retirement can bring many challenges, and people often feel unprepared or apprehensive about how to push toward their goals. We want Australians to feel supported to make their vision of retirement a reality, and we’re here to help make that happen.”
“Our campaign pushes back against the predictable retirement dream built around quiet hobbies, long walks and expensive holidays,” said Sarah McGregor, Executive Creative Director, AKQA Australia.
“We wanted to champion a different attitude, one that acknowledges the diversity and spirit of HESTA’s members. No airbrushed clichés, just the right support and advice for their super and their retirement.”
“As we enter Australia’s retirement boom, this is a critical moment in time to shift the conversation,” said Justine Leong, Managing Director, AKQA Australia.
“For many Australians, particularly those in caring professions, retirement is not about an idealised lifestyle; it’s about security, clarity and support. By combining creativity with connected member experiences, we are proud to partner with HESTA to deliver this campaign about a pivotal stage in peoples’ lives.”
Credits
HESTA Chief Experience Officer: Lisa Samuels
HESTA Head of Brand and Marketing: Callum Tod
HESTA Senior Manager, Brand & Acquisition: Rhiannon Bell
HESTA Brand Manager: Courtney Burr
HESTA Brand Specialist: Eli Zulkefli
Production Company: Photoplay
Director & Still Photographer: Sarah Adamson
EP / Producer: Florence Tourbier
DOP: Aaron McLisky
Post Production: HECKLER
Original Music & Sound Design: Sonar Music
Creative Agency: AKQA Australia
Managing Director: Justine Leong
Chief Creative Officer: Tara McKenty
Executive Creative Director: Sarah McGregor
Production Director: Colin Tuohy
Art Director: Fong Ong
Copywriter: Katie Bird
Senior Experience Strategist: Phoebe Davies
Account Director: Nikola Purvey
Media Agency: PHD
Group Business Director: Rachael Conway
Business Director: Dona Choi
Media Implementation Account Director: Carrie Nguyen
Media Implementation Executive: Freyja Sellenger
