Publicis Media’s Content division has developed a unique activation in collaboration with Starcom, Habitat Media and WWF-Australia that gives Sydneysiders the chance to experience what a future without koalas in the wild could be like.
The activation aims to raise awareness and encourage action on excessive tree-clearing now to ensure a future for the iconic species.
The ‘#savekoalas’ campaign activation features a pop-up koala museum at Sydney’s Overseas Passenger Terminal, set in the year 2050.
Modelled on dinosaurs featured in museums, the Koala Museum showcases taxidermy koalas and skeletal remains, while allowing visitors to engage with content to learn about what Australia was like when koalas were thriving, including interesting facts about koalas and how we could have prevented their demise.
Launching on 17 November, for one day only from 10.00am to 6.00pm, the activation will encourage visitors to sign a petition demanding action to stop excessive tree-clearing, which is rapidly destroying koala habitats, leaving them with nowhere to go.
To set the tone, the museum will be arranged inside a dimly lit container, utilising upcycled or biodegradable materials. Visitors will walk through the museum to experience the grim future.
As they exit the museum, they will have the opportunity to record a live video message about their experience and asking others to help save the koalas.
The activation will also be supported by thought-provoking social content, invoking urgency.
Visitors can engage in this cause by creating a video message, developed by Habitat Media, asking their friends to sign an online petition to save the Koala’s natural habitat and the video is then sent to their mobile ready for sharing on social platforms.
WWF-Australia estimates that there are less than 20,000 koalas left in NSW and at the current rate of decline, they are on track to be extinct in the state by as early as 2050.
This is largely due to the rampant destruction of koala habitat.
In just one small part of NSW, 14 hectares of koala habitat was bulldozed each day in 2017-18.
WWF chief marketing officer Yves Calmette said: “Working with partners like Publicis Media Content and Starcom adds a great deal of value to what we do and helps amplify our message in a creative and engaging way.
“We hope that the ‘Koala Museum’ gains the attention of politicians, Australians and tourists about what we must do to save koalas.”
WWF Australian Forest and Woodland Conservation policy manager Stuart Blanch said: “The thought of koalas becoming extinct was almost unimaginable just a few years ago.
“This ‘Koala Museum’ demonstrates the sad reality if we don’t take action now. I’m hopeful this exhibition encourages more Australians to show their support in protecting this iconic species from extinction.”
Publicis Media content manager Janice Isidro said: “We’ve been working with WWF-Australia to come up with content ideas and activations that really make a difference and bring change by creating something big and bold that shouts loud and clear.
“The threat of not having koalas in our lives is very real and we wanted to exaggerate that experience through the ‘Koala Museum’ to get people to act now before it’s too late.”
Starcom Account Director, Andrew Lyons, said: “The work that we have done and continue to do with WWF looks to deliver campaigns that drive impact.
“The impact we hope to bring this time is the reduction in deforestation to give one of our favourite Australian icons a fighting chance.”
Habitat Media managing partner Mark Vincent said: “We’re thrilled to be working with Publicis and WWF on such a critical message.
“Losing Koalas due to deforestation would be like losing the Opera House. Sydney Harbour wouldn’t be the same. Habitat Media recognised the need for the message to be spread far and wide, not just within NSW but into the eyes of the world.
“The iconic location attracts many local and international visitors. By incorporating a social platform that records a message and instantly makes this sharable, we have ensured that we maximise awareness.”
Chief Marketing Officer: Yves Calmette
Policy Manager: Stuart Blanch
Head of Marketing: Marion Joyce
Supporter Engagement Manager: Owen Wareham
Publicis Media Content:
Head of Content: Patrick Whitnall
Content Director: Kaga Bryan
Production Manager: Gabby Williamson
Senior Art Director: Patrick Tao
Account Director: Irene Sarris
Content Manager: Janice Isidro
Content Executive: Kelly Rivera
Account Director: Andrew Lyons
Strategy Director: Chris Wong
Account Manager: Alison Bongailas
Managing Partner: Mark Vincent
Creative Director: Antony Neeson
Account Manager: Tanja Drazic
Producer: Simon McConnell
Producer: Sophie Taverna