Greenpeace needed a new campaign to save the Great Barrier Reef – one that would gain enough global support to convince the United Nations’ environmental body UNESCO to step in and help.
We asked the world to ‘Take Another Look’, and see past the glossy tourist images to the damaged reef below.
A unique, animated digital petition allowed people to see the damaged reef – then, through filling out a submission to UNESCO, bring it back to life. As they typed, animated coral in the background revitalised in real time, showing the impact of their action to save the reef.
Through our TVC with Gotye, and online social campaign, we picked up support from big names like William Shatner, Mark Ruffalo, Missy Higgins, and Lucy Lawless. We saw 20,000 submissions to UNESCO on just the first day – later rising to over 198,000, from 197 countries, in 16 languages.
And most importantly, UNESCO acted – placing the Australian Government on probation in order to protect the reef.