Objective
The Great Barrier Reef is alive and thriving, however, despite wanting to go, many travellers are avoiding visiting because they believe that coral bleaching has impacted the entire reef and rendered it lifeless and dangerously close to extinction. The truth is, tourism dollars go towards funding critical sustainability and preservation initiatives, which means the best way tourists can help the reef is by visiting the reef. We needed to challenge these misperceptions.
Insight
The Great Barrier Reef isn’t just the world’s largest natural wonder. It’s recognised as the world’s largest living entity. A single living organism that does incredible things for the planet.
rather than treating the great barrier reef as a destination, we treated it like the planet’s biggest environmental champion, and campaigned for it to receive the recognition it deserved.
The campaign
The Lifetime of Greatness Project was a global campaign that brought together marine scientists, First Nations Australians, schools, tourism bodies, national organisations and advocates all over the world, all in effort to convince the United Nations Environment Programme (UNEP) to recognise the Great Barrier Reef as the first non-human of their Lifetime Achievement Award in recognition of a millennia of service to the planet and its inhabitants.
We submitted an official nomination on behalf of the Great Barrier Reef to the UNEP Champions of the Earth Awards - the world’s highest environmental accolades.
We engaged audiences through immersive digital experiences, and targeted the UNEP with tactical out of home outside their headquarters in Nairobi.
A social drive saw influencers ranging from photographers to musicians to Paralympians, and iconic Aussie organisations like Tourism Australia and Qantas sharing our message.
And everything drove audiences to a site, dedicated to showing the world (and UN judges) how they could support the Reef beyond our nomination.
Visit alifetimeofgreatness.com and show your support today.