Avid Collective and Mindshare unveil Citizens of the Reef campaign

Avid Collective Mindshare - 2

This campaign is Avid Collective and Mindshare’s second pro-bono offering for Citizens of the Reef.

Avid Collective and Mindshare have unveiled a pro-bono campaign for environmental charity Citizens of the Reef to promote its efforts to conserve Australia’s iconic Great Barrier Reef.

The campaign, launching this week, supports the organisation’s annual Great Reef Census with Avid. 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 campaign is Avid Collective and Mindshare’s second pro-bono offering for Citizens of the Reef, aiming to promote the organisation’s conversation efforts.

The annual 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 census is one part of Citizens of the Reef’s large-scale conservation efforts to protect reefs globally. The not-for-profit organisation is renowned for fusing people power, AI, and science, to deliver practical conservation programs, which are now scaling to communities worldwide.

“Any time we’re able to work with our media partners on campaigns that align to our values and have impact for a great cause is a win-win,” Linda Tyson, managing partner at Mindshare, said.

“Last year’s campaign resulted in over 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.”

Last year, the census reached more than 20 million people globally, with more than 6,000 citizen scientists analysing the reef images. The census and its platform also notched up more than 50,000 users.

Luke Spano, managing director at Avid Collective, added: “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.

“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.”

To Top