The Wilderness Society has tapped Hollywood and local talent to drive awareness and 'Save Ugly' in its latest campaign.
The Wilderness Society has launched 'Save Ugly', a campaign to recognise and raise awareness of all the 'ugly' creatures that enrich the Australian ecosystem.
In a brand repositioning, the Wilderness Society has tapped Hollywood actress and activitist Rosario Dawson along with Aussie talent like Cate Blanchett and Joel Edgerton
The campaign aims to reach Australians of all age groups and backgrounds.
Through a musical comedy film and social media, focus has been drawn on protecting 'ugly' creatures like ghost bats, mary river turtles, ghost sharks, among others.
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.
The campaign raises awareness that despite their ugliness, these quirky qualities are crucial for soil improvement, pollination, aquatic food webs and water purification.
“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," Wilderness Society Australia national creative and communications director Rob Beamish says.
"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."
