Most Australians don’t realise their super could be funding industries that harm the planet — a major misalignment with their personal values. To cut through inertia, we needed to provoke reflection and inspire action, making the link between super and sustainability feel urgent, personal, and easy to act on. Our strategy centred on showing that switching to a more ethical fund isn’t just possible — it’s essential.
We put real Australian Ethical members at the heart of the story, capturing their genuine "aha!" moments when they discovered what their old super funds were really supporting. Each member shares their personal journey, creating a relatable emotional arc — from uncomfortable realisation to empowered action. The simple but provocative question, "Does Yours?", invites viewers to reflect on their own fund and consider making a change that’s better for the planet — and their future.
