Equip Super launches ‘Don’t be Shy’ retirement campaign via cummins&partners

Equip Super launches 'Don't be Shy' campaign via cummins&partners

Sean Cummins: “I know personally that you don’t want to feel silly and timid about the issue.”

Equip Super has launched a new positioning campaign via independent media and creative agency cummins&partners, following a pitch win.

Geared towards pre-retirees and retirees, the campaign recognises the confusing nature of ‘near retirement’, playing off the idiom ‘the shy and retiring type’. The campaign evokes a metaphorical safe space for people to seek advice and guidance, and ask the questions they may be too “afraid” to ask, such as whether they might have enough money to retire.


The work comes off the back of research conducted by the super fund, which revealed retirees are demanding direct, personal contact from their funds. It also showed retirees are unsure of where to start retirement planning, let alone knowing if they will have enough funds to last.

“We’re seeing an opportunity for the growing cohort of pre-retirees to provide deeper support and service. We’re thrilled to launch this campaign with cummins&partners and thank them for their help in getting us here,” said Equip Super’s chief technology and transformation officer, Brent Retallick.

Sean Cummins, founder and creative strategist of cummins&partners, described the work as a reorientation of Equip Super “around a very important audience and life stage, who often need that extra validation and support navigating a very complex time in their lives.

“I know personally that you don’t want to feel silly and timid about the issue, so having a campaign that tackles that head on is great.”

The campaign has launched featuring over 500 dynamic OOH placements, social, digital, and integrated sponsorships across Sky’s Business Weekly and the Retire Right podcast.

The campaign also includes a takeover of Melbourne’s Flinders Street Station, with a dynamic Q&A feed on ‘The Wall’ and consecutive screens.

Last month, Connecting Plots bid integrated strategy and planning partner Tim Collier “an emotional ‘see you soon’” as he departed the independent after six years to take up the head of strategy position at cummins&partners.

See also: Tim Collier leaves Connecting Plots for Cummins

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