The country’s largest superannuation fund, AustralianSuper, is committed to achieving the best financial outcomes possible for its members. Its goal is simple – for every Australian to reap the benefits of their hard work, dedication and patience. The theme for the 2012 Annual Report was ‘It’s Australian and It’s Super’. Wording echoing the sentiment of ‘the lucky country’ was peppered throughout the Annual Report – mindful that lucky means something different to everybody. To some Australia is steeped in history, with wide open plains, red earth, untouched nature and plentiful resources. To others Australia is a new land filled with freedom, opportunity and hope. Showcasing the country’s diversity and promise, key messaging complemented imagery of the productive, the dedicated, the hardworking, the genuine and the enduring Australian. Tone of voice was warm, reassuring and confident – in keeping with an Aussie institution their members can genuinely depend upon. The Annual Report was supported by messaging on the AustralianSuper website.