Greenpeace Australia launches 1 million reasons to save the Great Barrier Reef via Circul8, Sydney

Digital advertising agency Circul8 has launched a new digital campaign for Greenpeace Australia that will uncover 1 million reasons to save the Great Barrier Reef from the destructive effects of dredging to build new coal infrastructure.

Says Circul8’s creative director Jamie Madden “If you Google image search “The Great Barrier Reef” – there are literally as many results as there are fish in the sea. We figure each of these images represents a reason to protect the reef from the harmful effects of dredging and the construction of new coal terminals, we wanted to encourage story-telling, created something visually beautiful and give Greenpeace a powerful campaign tool with which engage Australians and to lobby the Government”.

The campaign website uses a Google API to aggregate reef-related images using hashtags (including #savethereef) and asks users to upload their own reasons as an image or text as to why the reef should be protected. The site is socially integrated and gives users the opportunity to send Environment Minister Tony Burke an email making him aware of your reason to protect the reef.

“As a campaigner, presenting a decision-maker like Environment Minister Tony Burke with 1 millions reasons to the save an international icon like the Great Barrier Reef makes it difficult to argue against”, said Greenpeace Communications Manager, James Lorenz.

“Although UNESCO has told the Australian Government that the Heritage-listed site will be put at serious risk by the dredging that will occur as part of the approved T3 terminal being built, the Government don’t seem to get it. Given it’s an election year, we hope 1 millions reasons to save the reef will get them over the line”, said Jamie Madden.

The 1 Millions Reasons to Save the Great Barrier Reef campaign goes live on March 8 and will use social channels to encourage sharing and engagement.

Hashtag: #savethereef