Citizens of the Reef
Let’s turn
the filter off
Design a digitally-led campaign to raise awareness and recruit volunteers for
the Great Reef Census.
The brief:
insight
People don’t see the effects of coral bleaching in their daily lives, because they literally don’t live on the reef. How can we expect consumers to connect with the urgency of the crisis? To make them care, their own world needs to reflect the reef’s reality … or filter.
idea
By turning everyday digital environments black and white, we disrupt Australians’ daily experiences, forcing them to notice the issue and inspiring them to take action by dedicating five minutes to reef conservation.
execution
A large-scale digital campaign will desaturate popular platforms like Google, 9 News, and Reddit, mimicking the reef’s bleaching. High-impact OOH activations and social media engagement, including influencers and black-and-white profile pictures, will further amplify awareness and drive participation.
OOH Execution (desaturated, tinted glass)
OOH Execution (desaturated, tinted glass)
High-impact sticky display ad
Google Search takeover (Earth Day and Ocean Day)
Paid Reddit Ad
9 News takeover (Earth Day and Ocean Day)