The Great Barrier Reef is in crisis. Australia’s famous symbol of nature and one of the most important ecosystems on the planet is being threatened by the twin attacks of climate change and nature loss.
Rethink Everything has created a creative campaign to support the Great Reef Census, an initiative developed by Citizens of the Great Barrier Reef, was created by Rethink Everything. It simply asks people to look at the Great Barrier Reef. By looking at the Great Barrier Reef, an act requiring minimal effort, people from all over the world can help to protect it by taking part in the Great Reef Census.
By participating in this initiative, people everywhere can provide crucial and timely data to scientists and marine park managers on the health of the reef. By viewing photographed sections of the reef, they will be asked to identify three types of coral, helping scientists pinpoint reef locations most important for its long-term protection.
The integrated campaign is set to run across broadcast television, radio, OOH, online and across social.
Mike Spirkovski, co-founder of Rethink Everything, stated, “When it comes to protecting nature, particularly when it’s in the ocean and a living organism, people naturally assume there is nothing they can do to help. The Great Reef Census is one way we can all help protect the reef, and you can do it from anywhere just by using your laptop or phone.
“The average Australian spends hours a day online scrolling through images and most of the time without any benefit whatsoever. Now you can look at beautiful never-before-seen photos of the Great Barrier Reef and by simply helping to analyse these images you will play a pivotal role in protecting the reef.”
Andy Ridley, chief executive officer of Citizens of the Great Barrier Reef, added, “The unique part of our reef conservation platform is that we’ve designed citizens into the conservation model, instead of out of it. We have created a meaningful way to allow anyone, even if they don’t have an understanding of the reef, to take part, discover and ultimately have an impact on reef conservation.
“We needed simple, high impact creative and as much media support as possible to recruit the thousands of virtual volunteers needed to help the Reef. Our partnership with Rethink Everything and Mindshare has created one of the most powerful campaigns for the Great Barrier Reef ever seen.”
Gavin Gibson, chief product officer of Mindshare, commented, “The strength of the campaign is its simplicity and fun, where everyone from a scientist to a primary school student can analyse the reef and make a significant contribution to its conservation.”
Spirkovski added, “Importantly, we’d like to thank all the incredibly passionate industry partners who donated so much of their personal time and talent to help get this campaign off the ground. From 13CO, Toybox, Vandal, Rumble, Level Two Music and a special thanks to MindShare for their massive support.”
Join the Great Reef Census and use your screen time to help protect the reef at greatreefcensus.org.
Credits:
Client: Citizens Of The Great Barrier Reef
CEO: Andy Ridley
Impact & Communications Director: Benjamin Vozzo
Engagement Manager: Nicole Senn
Creative Agency: Rethink Everything
Managing Partner & CCO: Mike Spirkovski
Partner & Strategic Comms: Vanessa Liell
Strategic Advisor: Patrick Gibbons
Creative Directors: Adam Ferrie, Peter Cvetkovski & Guy Collins
Creative: Trinity Ross
Digital Designer: Rajeev Sangdhore
Executive Producer: Renata Barbosa
Media Agency: Mindshare Australia
Chief Product Officer: Gavin Gibson
Managing Partner: Linda Tyson
Client Associate Director: Fiona Lollback
PR Agency: Catfish Media
Production Company: 13CO
13CO Executive Producer: Roy De Giorgio
13CO Executive Producer: Charity Downing
Toybox Executive Producer: Nanette Myles
Toybox Animation Director: Andrew Newland
Toybox CG Supervisor: Suraj Nayak
Toybox VFX Artist: Leoni Willis
Vandal Managing Director: Brenden Johnson
Vandal Executive Producer: Anna Greensmith
Vandal Flame Artist: Phil Stuart-Jones
Sound Design: Rumble Studios
Music: Glow By Lights And Motion / Licensed Courtesy Of Deep Elm Records
Music Supervision: Level Two Music
Voice Over Artist: Meyne Wyatt @ RMK Voices
Website Design: Canvas Group
Creative Director: Jorge Castillo
Design Director & UX/UI: Erin Taylor
Designers: Elle Doggett & Jasmine Moll
