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Save The Reef

Cause Marketing Campaign

Greenpeace Australia wanted raise awareness of the planned expansion of the coal industry, with 9 massive new coal ports being reviewed by environment Minister Tony Burke spelling disaster for the Great Barrier Reef.


A portion of Australian identity is invested in the reef – which means every Australian has a reason to save the reef. We developed Save The Reef to collect a million user-submitted reasons to be sent to Tony Burke (environment minister) and visualised in an ever-growing grid of fluorescent boxes indicating social support.


We created a platform that brought together and mobilised our audience. Thousands of users showed their support for our message and shared their own reasons to stop the aggressive expansion of coal ports in the name of protecting the reef.  This was supported by a parallel campaign across social media to amplify reach and engagement.