The Great Barrier Reef Foundation has appointed Leo Burnett Australia as its new creative agency, effective immediately.

The Foundation began a tender process earlier this year for an agency to launch a large-scale mass appeal campaign aimed at changing people’s behaviour to make a meaningful difference to address climate change and protect the Great Barrier Reef. 

Leo Burnett won that pitch and the agency’s job now is to help households make the connection between addressing climate change and protecting the Reef. The agency is currently working on a campaign that is due to launch in 2021. 

Leo Burnett Sydney general manager, James Walker-Smith, stated, “This is a project at the heart of what we do and what we believe in. Bringing creativity to help solve one of the biggest challenges of our times; we couldn’t be more excited to work on this project with the Great Barrier Reef Foundation.” 

The Great Barrier Reef Foundation director of marketing and communications, Marni Ryan, added, “Leo Burnett was the stand-out winner in our pitch process. The agency’s insightful thinking, breakthrough creativity and sheer passion for this compelling brief made it an easy decision for us to make. We were also looking for an agency who would truly be an extension of our team, and we have certainly found that with Leo Burnett. 

“There has never been a more critical time for our planet, where the actions we take now could not only make an impact on the Great Barrier Reef, the largest living organism on earth, but will also have an impact on our future. We know there is a lot to be done but there is hope if we all take action together, which is why we are so thrilled to be working with Leo Burnett on this important body of work.” 

The Great Barrier Reef Foundation is the action station for the Reef, bringing together people and science to deliver the world’s largest coral reefs program and more than 60 Reef-saving projects. The Foundation has previously worked with Leo Burnett – to deliver its brand identity in 2016.