
CASE STUDY
GREAT BARRIER REEF FOUNDATION
60+ Reef-Saving Projects
The Brief
Development and execution of a campaign to shift audience views from a place of low awareness and low perceived impact, to high awareness and high perceived impact. In addition, creation of a framework within which all of the Foundation’s communications sit to improve long term brand equity.

The Strategy
Leveraging comprehensive brand and audience insights, TD developed a cost-effective campaign and creative strategy that focused on delivering the right information, at the right time and in the right place.
A balance of emotive and informative storytelling and visuals were used to communicate a complex, detailed story in a way that was meaningful and engaging. The Foundation’s key Reef-saving projects were at the forefront of the campaign, demonstrating progress and underpinning hope for the Reef’s future.

The Deliverables
Creative strategy
Communication framework
4 x 15” impact videos
5 x 30” impact videos
1 x 2-minute board campaign video
5 x digital advertising display suites
Social media assets
Press advertisements
Editorials
Digital Native articles
Retail Digital Boards

Return on Investment
%
increase in reputation
PR reach
%
increase in favourability
%
more website visitors
overall campaign reach
%
increase in social followers

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