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  • 'Click. Check. Protect' a success


    click check protect banner

    How the protecting your super campaign landed - and what the public made of it

    In the month leading up to the implementation of the Protecting Your Super (PYS) changes, AIA Australia (AIAA) took a proactive approach to increasing the level of awareness customers had around their life insurance. Partnering with several funds, we launched a national public campaign – ‘Be Super Sure about Your Insurance Cover.’ – calling for people to make informed decisions around their life insurance needs.

    Introduced in February as a way to cut down on the number of duplicate accounts among Australian workers, the PYS legislation mandated the cancelling of insurance contained in super accounts that hadn’t received contributions for a continuous period of 16 months, plus the rolling over of inactive accounts with balances below $6,000 to the Australian Taxation Office for consolidation. Other super measures also passed included the introduction of fee caps on low balances and a banning of exit fees.

    How the campaign fared

    Our ‘Be Super Sure about Your Insurance Cover’ campaign achieved impressive breadth, with digital advertising seen almost eight million times by Australians, with countless others seeing it on billboards in high traffic zones around the country.

    The ‘Be Super Sure about Your Insurance Cover’ campaign was seen almost 8 million times, generating awareness and driving engagement.

    The flow-on effect of these results said plenty for their effectiveness: over 6,000 people visited the ‘Check My Cover’ website to learn how they could click, check and protect themselves. The impact was also reflected at the Group Insurance Summit in August, where delegates were asked about the rates at which their members opted-in to their insurance in response to the PYS legislation. As was revealed, more than half of the delegates (56%) had expected fewer of their members to opt-in for their insurance than did, suggesting that the campaign had been more successful in generating awareness than had been reasonably hoped for (35% responded that the opt-in rates were what they had expected; 9% that they were lower than what they’d expected).

    While impressive in and of themselves, these results must be seen as part of a wider industry effort to improve the level and quality of engagement with super members. A particularly notable example of this was the industry campaign, ‘Time to Check’ run by associations ASFA and FSC and contributed to by AIA Australia, which encouraged Australians to engage with their super fund in order to better understand their level of insurance cover and the impact it was having on their super balance.

    Going forward, a large part of the focus will be on the continued development and promotion of digital tools that enable members to monitor their account activity and keep abreast of their insurance needs, mitigating the risk of Australians being left without adequate cover, and better positioning them to prepare for a dignified retirement.

    To find out more about our public awareness campaign, head to checkmycover.com.au

    Contact AIA

    1800 333 613

    PO Box 6111
    Melbourne VIC 3004

    infohub@aia.com

    AIA Global aia.com

    Contact AIA

    1800 333 613

    PO Box 6111
    Melbourne VIC 3004

    infohub@aia.com

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    Copyright © 2021. AIA Group Limited and its subsidiaries or affiliates. All rights reserved. Priority Protection and Priority Protection for Platform Investors products are issued by AIA Australia Limited (ABN 79 004 837 861, AFSL 230043). AIA Vitality, a personalised, science-backed program that supports members every day to make healthier choices, is available with eligible products issued by AIA Australia. AIA Health with AIA Vitality is issued by AIA Health Insurance Pty Ltd ABN 32 611 323 034, a registered private health insurer governed by the Private Health Insurance Act 2207, Private Health Insurance Rules 2007 and the AIA Health Insurance Pty Ltd Fund Rules. The information on this website is current as at 1 April 2021 and may be subject to change. It is general information only and is not intended in any way to be financial, legal, tax, health, medical, nutritional or other advice. You should consider your own personal circumstances and needs and view the relevant product documents, fact sheets, fund rules and terms and conditions before making a decision to acquire such products. If necessary you should obtain professional advice from a financial, tax, medical or health professional. Unless expressly stated, any views or expressions of opinion (including any video content) do not represent the opinion of AIA.
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