Avid Collective has unveiled a pro-bono campaign for environmental charity Citizens of the Reef, as it works to promote the group’s efforts to conserve Australia’s Great Barrier Reef.
The campaign, which launches this week, is in partnership with Mindshare and supports the organisation’s annual Great Reef Census.
Avid and its publisher partners are providing free native content across digital assets for brands and platforms including Thrive Planet, Student Edge, Signature Luxury Travel & Style and Cosmos Magazine.
The latest work is Avid Collective and Mindshare's second pro-bono offering for the Citizens of the Reef with the aim to promote the organisation’s conversation efforts.
“The Great Reef Census is an excellent example of scalable conservation (and content) in action. By taking part, people are engaging in a massive citizen science project that is providing critical data to scientists and marine park managers. It’s a way for people to feel engaged in reef conversation, enabling them to take direct action in real time," Avid Collective MD Luke Spano said.
“At Avid, the census campaign has become a much-loved part of our annual deliverables, for both our team and our clients, who are passionate about environmental conservation and using their skills to contribute to a greener future.
"We are proud to play a part in helping to conserve one of the world’s great natural wonders and thank our publisher partners for contributing to this important campaign.”
The Great Reef Census is a citizen science project to survey the Great Barrier Reef. Environmental enthusiasts worldwide are invited to analyse images from hundreds of reefs across the Great Barrier Reef, helping to identify types and amounts of coral.
The Avid platform enables Citizens of the Reef and Mindshare to launch and manage the large scale content campaign through a single platform, making it easier for them to engage multiple publishers, manage content approvals and report on performance through a single standardised workflow.
Mindshare managing partner Linda Tyson said any time the agency is able to work with its media partners on campaigns that align to its values and have impact for a great cause is a win-win.
"Last year’s campaign resulted in more than 164,000 reef images being analysed by everyday citizens – smashing our goal of 15,000. This was only possible with the help of our amazing media partnerships.”
The campaign will run until June 30.
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