Traditionally the main challenge for funds is how to gain the attention of members whose senses are thought to be dulled by the compulsory nature of the system. Those who, unless they are approaching retirement, are little inclined to grapple with what may seem very technical and complex with benefits far away in the future. However the recent Protecting Your Super (PYS) changes and the communication campaigns the industry ran to explain them—both targeted and the ASFA general public awareness campaign—demonstrated that members are conscious of their superannuation benefits. And, that they will respond if they feel them to be...