CHALLENGE: Of Rest’s nearly two million members, almost two-thirds are women, many of whom work in part-time, casual or low-income jobs. Rest’s mission is simple – to help improve the retirement outcomes of Australians, and in line with this they are passionate about ensuring women have equal opportunities to achieve financial security in retirement. The dual challenge for Rest was reaching heartland members as well as key Government decision makers.
STRATEGY: Sefiani developed a consumer campaign backed by comprehensive third party research. The team developed the ‘Super Mum Index’, launched on Mother’s Day to consumer media channels, supported by a submission to the Senate Inquiry into the Economic Security for Women in Retirement. In partnership with our specialist government relations partner, Sefiani developed a comprehensive strategy for the fund’s engagement with the Senate Inquiry, which resulted in Rest CEO Damian Hill appearing before the inquiry.
IMPACT: The Super Mum Index, and related video content of a mother and daughter discussing their strategies for retirement, achieved strong cut through with Australian media, resulting in over 75 nationally syndicated television, print and online articles as well as comprehensive social media engagement. Mr Hill’s appearance at the inquiry also provided a platform for media engagement, reinforcing Rest’s leadership on issues faced by their members.