Australian Ethical is Australia’s 36 year-old granddaddy of ethical investment. Growing competition from newer purpose-led funds meant Australian Ethical was losing its share of new investors and dollars, making it harder to influence the higher standards of transparency and corporate trust it has fought hard and long to preserve. We were tasked with re-energising the brand as the original go-to investor in which the growing number of ethically motivated Australians should willingly place their trust.

Since 1986 Australian Ethical has been working to get to the heart of global problems, investing and divesting based on a strict ethical charter. As the original ethical investors in Australia, it only makes sense for our brand platform to position them as “The Heart of Investing”. After all, modern economies aren’t all shareholders and profit, it’s about giving a shit.

Investing is typically done with the head. But history has proved that investing for profit alone has hidden costs for humans, wildlife and our home planet. Investing with both head and heart makes money a force for good. So we developed a striking outdoor campaign that championed investing in what each of us truly value. Because having heart means signing up to a better way to live and make decisions.