Challenge:
Most Australians had never heard of Scott Reef, despite it being one of the country's most ecologically significant marine ecosystems. Greenpeace needed to educate and inspire current and future supporters to help stop Woodside's proposed Browse gas project before it was too late.

Insight:
People are far more likely to protect a place once they've discovered it and connected with the wildlife that call it home.

Solution:
We borrowed the language and visual cues of a typical tourism campaign to introduce supporters to the beauty of Scott Reef and the remarkable wildlife that inhabit this unique area. Through a series of juxtaposing headlines and long-form storytelling, the campaign invited audiences to discover this little-known ecosystem before revealing the devastating impact the proposed gas project could have on its future, ultimately positioning their support and donations as a vital way to help protect it.