Your Eyes Can Help Protect The Reef via Rethink Everything & Mindshare

The new creative campaign to support the Great Reef Census, an initiative developed by Citizens of the Great Barrier Reef, was created by Rethink Everything and urges Australians to support the non for profit by turning their eyes into a force for good.

By simply looking at the Great Barrier Reef, people from all over the world can help to protect it by taking part in the Great Reef Census.

By participating in this initiative, citizens everywhere can provide crucial and timely data to scientists and marine park managers on the health of the reef. By viewing photographed sections of the reef, they will be asked to identify three types of coral, helping scientists pinpoint reef locations most important for its long-term protection.

The integrated campaign is set to run across broadcast television, radio, OOH, online and across social.

Mike Spirkovski, co-founder of Rethink Everything, says: “When it comes to protecting nature, particularly when it’s in the ocean and a living organism, people naturally assume there is nothing they can do to help. The Great Reef Census is one way we can all help protect the reef, and you can do it from anywhere just by using your laptop or phone.

“The average Australian spends hours a day online scrolling through images and most of the time without any benefit whatsoever. Now you can look at beautiful never-before-seen photos of the Great Barrier Reef and by simply helping to analyse these images you will play a pivotal role in protecting the reef.”

Andy Ridley, CEO, Citizens of the Great Barrier Reef, said: “The unique part of our reef conservation platform is that we’ve designed citizens into the conservation model, instead of out of it. We have created a meaningful way to allow anyone, even if they don’t have an understanding of the reef, to take part, discover and ultimately have an impact on reef conservation.

“We needed simple, high impact creative and as much media support as possible to recruit the thousands of virtual volunteers needed to help the Reef. Our partnership with Rethink Everything and Mindshare has created one of the most powerful campaigns for the Great Barrier Reef ever seen.”

Gavin Gibson, chief product officer, Mindshare said: “The strength of the campaign is its simplicity and fun, where everyone from a scientist to a primary school student can analyse the reef and make a significant contribution to its conservation.”

Spirkovski added: “Importantly, we’d like to thank all the incredibly passionate industry partners who donated so much of their personal time and talent to help get this campaign off the ground. From 13CO, Toybox, Vandal, Rumble, Level Two Music, Catfish Media and a special thanks to MindShare for their massive support.”

Join the Great Reef Census and use your screen time to help protect the reef at greatreefcensus.org

Campaign Credits:

Client: Citizens of the Great Barrier Reef

CEO: Andy Ridley

Impact & Communications Director: Benjamin Vozzo

Engagement Manager: Nicole Senn

Creative Agency: Rethink Everything

Managing Partner & CCO: Mike Spirkovski

Partner & Strategic Comms: Vanessa Liell

Strategic Advisor: Patrick Gibbons

Creative Director: Adam Ferrie

Creative Director: Peter Cvetkovski

Creative Director: Guy Collins

Creative: Trinity Ross

Digital Designer: Rajeev Sangdhore

Executive Producer: Renata Barbosa

Media Agency: MindShare Australia

Chief Product Officer: Gavin Gibson

Managing Partner: Linda Tyson

Client Associate Director: Fiona Lollback

PR Agency: Catfish Media

Production Company: 13CO

13CO Executive Producer: Roy De Giorgio

13CO Executive Producer: Charity Downing

TOYBOX Executive Producer: Nanette Myles

TOYBOX Animation Director: Andrew Newland

TOYBOX CG Supervisor: Suraj Nayak

TOYBOX VFX Artist: Leoni Willis

VANDAL Managing Director: Brenden Johnson

VANDAL Executive Producer: Anna Greensmith

VANDAL Flame Artist: Phil Stuart-Jones

Sound Design: Rumble Studios

Music: Glow by Lights and Motion / Licensed courtesy of Deep Elm Records

Music Supervision: Level Two Music

Voice over artist: Meyne Wyatt – RMK Voices

Website Design: Canvas Group

Creative Director: Jorge Castillo

Design Director/UX/UI: Erin Taylor

Designers: Elle Doggett, Jasmine Moll