Greenpeace Australia Pacific has launched a national campaign via independent media agency Sanctuary Media Group (SMG), urging Australians to pick up the phone and call Environment Minister Murray Watt, demanding he close deforestation loopholes in Australia’s national nature laws that are threatening the Great Barrier Reef.
The campaign will run nationally for two weeks across OOH, print, and on Greenpeace’s social channels.
The ‘Call Murray Watt’ campaign coincides with next week’s sitting of Parliament in Canberra, where federal politicians are set to debate changes to Australia’s nature laws.
The media strategy includes three large-format billboards placed near Murray Watt’s Brisbane electorate office, digital billboards across Canberra Airport, welcoming MPs as they arrive in the capital, and week-long front-page takeovers of The Canberra Times, alongside national front covers of The Australian and The Australian Financial Review.
Each creative execution invites Australians to scan a QR code and call the Minister directly.
The campaign’s KPI is to generate over 500 calls to Minister Watt’s office, a number SMG says is “very achievable” given the campaign’s scale and urgency.
“The Albanese Government is rewriting our national nature law – it’s a once-in-a-generation chance to protect forests, wildlife and the Great Barrier Reef. Right now, huge loopholes allow big businesses to bulldoze our forests and bushlands unchecked, poisoning the reef and killing tens of millions of native animals a year. The new nature laws must stop deforestation and do what they are designed to do: protect nature,” Elle Lawless, senior campaigner at Greenpeace Australia Pacific said.
“The campaign demonstrates how smart media strategy and stunning creative can deliver meaningful change. This is activism through media. By combining targeting with high-impact placements, we’re meeting decision-makers right on their doorstep and giving everyday Australians an immediate way to be heard,” Peter Stowe, head of trading at SMG, said.
