How Native Content Helped Citizens of the Great Barrier Reef Educate & Inspire Audiences
Citizens of the Great Barrier Reef (CGBR) is a renowned not-for-profit organization dedicated to preserving the world’s largest coral reef system. With a mission to drive awareness, education, and active participation in reef conservation, CGBR sought to leverage native content to amplify its message and engage environmentally conscious audiences. Partnering with Avid Collective for the second year in a row, the goal was to promote the annual Great Reef Census, a citizen science project that invites people worldwide to analyse images of the Great Barrier Reef, contributing to critical conservation efforts.
Finding the Right Publishers
Over the course of this two-year partnership, we carefully selected publishers who shared a passion for environmental causes. The publishers—Mouths of Mums, AWOL, Urban List, This Weekend, Student Edge, Thriving Planet, Signature Luxury Travel & Style, and Cosmos Magazine – were chosen for their ability to reach diverse, environmentally-conscious audiences. These publishers not only aligned with the campaign’s values but also brought credibility and a strong voice to the cause. Their platforms allowed us to deliver the campaign’s message in a way that felt authentic, engaging, and resonated deeply with their audiences.
Each publisher brought a unique voice and reach to the campaign. From the family-focused content of Mouths of Mums to the eco-conscious travel features in Signature Luxury Travel & Style, and the science-driven deep dives of Cosmos Magazine, the partnership ensured that the campaign resonated with an extensive yet targeted audience. This multi-publisher approach allowed CGBR to engage different demographics, from young students and families to seasoned travelers and environmental enthusiasts.
Engaging Content that Educates and Inspires
The campaign’s content strategy was designed to educate and inspire action. Thriving Planet focused on the global impact of reef conservation, while Student Edge created content aimed at younger audiences, emphasising the importance of citizen science and how they could get involved. Signature Luxury Travel & Style highlighted the beauty and fragility of the Great Barrier Reef, appealing to eco-conscious travelers, while Cosmos Magazine delved into the science behind reef conservation, offering readers a deeper understanding of the challenges and solutions.
These articles and videos showcased the Great Reef Census and the broader efforts of Citizens of the Great Barrier Reef. The immersive nature of video content, combined with detailed articles, provided a compelling and informative experience, encouraging readers to explore the CGBR website and participate in the census.
Reaching the Right Audiences
Our audience-centric amplification approach played a crucial role in the campaign’s success. By leveraging second and third-party data, we were able to precisely target key segments such as environmental enthusiasts, eco-travelers, and students interested in science and conservation. This targeted approach ensured that the content reached those most likely to engage with the census and support CGBR’s conservation efforts.
Earned media through PR further amplified the campaign, reaching new audiences and driving additional awareness.
The Role of Native Content
Native content was the ideal choice for this campaign because it allowed us to deliver a detailed, engaging message that traditional channels couldn’t match. This enabled us to go beyond simple awareness, educating audiences about the importance of reef conservation and how they could contribute. By aligning with publishers who were passionate about environmental issues, we were able to build trust and credibility, inspiring action among readers.
The Role of Avid
Avid Collective’s platform was instrumental in the success of this campaign. It allowed us to seamlessly manage the multi-publisher campaign, from selecting the right partners to overseeing content creation and approval workflows. Avid’s platform made it easy to coordinate with multiple publishers, ensuring that the campaign was executed smoothly and effectively.
The Campaign Results
The 2 year partnership over 2 bursts delivered outstanding results, with articles and videos generating significant engagement. Delivering over 17k article views, and 370 hours of attention time
Testimonials
“Any time we’re able to work with our media partners on campaigns that align to our values and have an impact for a great cause is a win-win,” said Linda Tyson, Managing Partner at Mindshare. “Last year’s campaign resulted in over 164,000 reef images being analyzed by everyday citizens – smashing our goal of 15,000. This was only possible with the help of our amazing media partnerships.”
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 conservation, enabling them to take direct action in real time. 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.”
This campaign not only highlights the power of native content in driving awareness and engagement but also showcases how meaningful partnerships can contribute to global conservation efforts through deeper education to truly make a difference.