Sydney-based creative agency I.D.E.A.S. has launched a new campaign for Australian Ethical Investment.

The campaign, called Wake Up, is based on the fact that a lot of people don't know where their superannuation is invested. It highlights some of the areas where money is invested, including the tobacco and arms industries.

The initial launch includes print and online, with other media to be rolled out over the coming months.

Paul Smith, general manager of strategy and communication at Australian Ethical, said the campaign effectively promotes Australian Ethical's position.
“Australian Ethical has a very clear position in the superannuation and investment space and we wanted a creative campaign that communicated this to new and existing customers alike,” he said.

I.D.E.A.S. creative director Max Landrak said communicating the messages effectively was tricky.
“Ethical investing can be a difficult concept to get across,” he said. “We found that it's a lot easier to explain to people what Australian Ethical don't invest in.”