Written: 9 March 2020

Papua New Guinea’s largest Superfund, Nambawan Super Limited has launched its corporate rebrand reflecting the transformation of the fund and its focus on making superannuation available to all Papua New Guineans.

The rebrand includes new logo design, new messaging – “For Everyone” – and a new media advertising campaign featuring 11 member ambassadors that represent Nambawan Super’s wide membership base and acknowledges the important work that its members do in building Papua New Guinea.

When speaking at the launch Chairman of Nambawan Super, Anthony Smaré, said members and their families were family to Nambawan Super and the Fund wanted its new brand to put members first and celebrate them as true ambassadors and authentic faces of the Fund.

“Our new campaign ad introduces a new message – Super for Everyone celebrating the breadth of our membership and the fact that anyone can now be a member of Nambawan Super,” Mr Smaré said.

“During development our members responded really positively to the campaign concept, it made them proud to be Nambawan Super members. But it was also successful in challenging long-standing perceptions that Nambawan Super is a public sector only fund.”

“Nambawan Super values and celebrates our strong Public Service membership, however, each year we grow our private membership. In 2019 we welcomed 40 new private employers to the Fund.

Whilst public service members make up 60% of the membership. Public Service employers are just 18% of our employers. Private employers make up 47% of employers and State-Owned Entities are our other big employer, making up 34%. The remaining 1% – or other – are our growing informal and SME sector.

To embrace our broad membership base and to call to new potential members who are currently not benefitting from superannuation Nambawan Super is adopting the new positioning line “For Everyone.”

Mr Smaré elaborated that the positioning line “For everyone”, means everyone in PNG, whether they are working for themselves, or someone else.

“At Nambawan Super we believe Superannuation should be for everyone, not constrained by business size, or time working for an employer – and will continue to advocate for positive changes to Superannuation for the benefit of everyone in Papua New Guinea.

“Over the last 10 years, Nambawan Super has been generating really strong investment returns for its members, building stronger retirement savings for them, and it is important that as many other Papua New Guineans get the chance to become members of Nambawan Super and build real wealth for retirement through superannuation,” he said.

Nambawan Super’s new Campaign Ads is appearing onon TV, Radio, in the Press and online across the country.

Over the next few months, we hope the ads are successful in driving a greater level of connection between the fund and members.

Nambawan Super has more than 200,000 members from both the Public and Private Sectors whose combined net assets are worth K7.6 billion and growing.

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