The Wilderness Society Launches ‘Save Ugly’ With International Celebs

The Wilderness Society Launches ‘Save Ugly’ With International Celebs
SHARE
THIS



The Wilderness Society has today launched ‘Save Ugly’ — a radical new conservation campaign to raise awareness of all the ‘ugly’ creatures that help make life possible, warts and all.

‘Save Ugly’ is part of a major brand repositioning by The Wilderness Society, which aims to engage Australians of all ages and backgrounds. Rather than focusing on protecting the charismatic species — pandas, whales and tigers — The Wilderness Society is championing all the other vital parts of ecosystems.

The bits that aren’t so beautiful.

To mark the launch, The Wilderness Society has enlisted Hollywood actress and activist, Rosario Dawson, as well as a local cast of Aussie talent — including Cate Blanchett and Joel Edgerton — to feature in a three-minute musical comedy film, alongside a range of social media content and engagement activity.

Save Ugly-126 (1)

Dressed as an Ethmia Clytodoxa Moth, the film features Rosario singing her way around Australia’s lesser known, uglier animals that help keep the world’s ecosystems functioning — such as the green, mohawk-wearing Mary River Turtle which breathes through its genitals, and the Southern Right Whale whose faeces provides much-needed nutrients to the ocean’s phytoplankton.

The campaign raises awareness that despite their ugliness, these quirky qualities are crucial for soil improvement, pollination, aquatic food webs and water purification.

The ‘Save Ugly’ Cast

  • Rosario Dawson as Ethmia Clytodoxa Moth
  • Cate Blanchett as Mary River Turtle
  • Joel Edgerton as Ghost Shark
  • Teresa Palmer as Southern Right Whale
  • Claudia O’Doherty as Phytoplankton
  • Erik Thomson as South-Eastern Long-Eared Bat
  • Samara Weaving as Ghost Bat
  • Sara Wiseman as Ghost Bat
  • Dan Wyllie as Giant Gippsland Earthworm

The Wilderness Society Australia national creative and communications director Rob Beamish said, “Our research shows people do care about the environment.

“But their concern is latent. They don’t see the immediate threat or consider other concerns more significant.

“Plus, there’s an emotional bias about green groups in people’s minds that hinders our ability to engage the mainstream.

“These challenges have called for a fresh approach that grabs people’s attention and makes the message super sticky.

Save The Turtles Poster

“Starting with Save Ugly, we have a deep campaign strategy to overhaul the environmental protection regime in Australia, with new laws and a new body to monitor and enforce change.

“This campaign is the humorous tip of a very serious spear. Save Ugly is our excuse to start conversations about humankind’s need to preserve intact ecosystems, for our own survival. Then drive the change needed to reflect this in legislation.”

Along with a talented cast, the film has been produced by Curious Film and directed by none other than New Zealand-born Zoë Bell — famously known for her role as Uma Thurman’s stunt double in Kill Bill.

Commenting on her involvement, Zoë Bell said, “Everything about this project just felt good, start to finish. The guys at The Wilderness Society are amazing — taking a deeply worthy cause, and coming up with an entirely fresh concept. I feel so honoured to be a part of it.

“We had a stellar crew, and everyone — from construction, camera and costume, to producers, actors and puppeteers — were so excited to get involved and lend their support. It’s a true testament to the bold concept that is Save Ugly, and the desire of everyone to get behind such an incredible cause.”

Supporting the full visual rebrand — which includes a new website and logo design — the film will go live on the campaign landing page from today, supported by a series of short content pieces shared on The Wilderness Society’s social channels — encouraging people to show their support and donate to the cause.

“We’re incredibly grateful to have received such generous support on this project. Curious Film and Electric Dreams in particular have donated so much of their time to help bring this idea to fruition.

“It’s been a huge investment from all parties involved, but it just goes to show what can be achieved when groups come together for something they truly believe in,” Rob adds.

The Wilderness Society works to support life because life supports all of us.

People can get involved by making a one-off donation, supporting a campaign action,becoming a member, purchasing a Save Ugly t-shirt, or adopting an ugly animal.

Find out how you can help Save Ugly at ugly.wilderness.org.au.

Please login with linkedin to comment

save ugly wilderness society

Latest News

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

Spikes Asia Brings Spikes Awards Forward To February 2021
  • Media

Spikes Asia Brings Spikes Awards Forward To February 2021

Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]

Finalists In Round One Of 2020 Australian Effie Awards Announced
  • Advertising

Finalists In Round One Of 2020 Australian Effie Awards Announced

Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
WPP AUNZ Launches Secrets & Lies Podcast Series
  • Advertising

WPP AUNZ Launches Secrets & Lies Podcast Series

WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured).  The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]

Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine
Melbourne, Australia - July 26, 2018: Homeless man sits in front of Westpac bank in Melbourne Australia
  • Technology

Westpac Group Partners With Verizon Media DSP For Omnichannel Solution

Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]

Adobe Analytics Adds Mobile App
  • Technology

Adobe Analytics Adds Mobile App

If there's anything to be said about the Adobe company, it doesn't sit on it laurels. Discover its latest gizmo here.

Nova Cuts 70 Employees Amid Pandemic
  • Media

Nova Cuts 70 Employees Amid Pandemic

All B&T will say here is, whoever decided having Szechuan bat for dinner was a good idea has a LOT to answer for.

by B&T Magazine

B&T Magazine
Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Here's top tips on getting out of a cashflow crisis that don't include robbing the kids' moneyboxes or a 7-Eleven store.