Avid Collective and Mindshare unveil pro-bono reef conservation campaign for Citizens of the Reef

Avid Collective and Mindshare have unveiled a new, pro-bono campaign for conservation charity, Citizens of the Reef.

Launching this week, the campaign supports the organisation’s annual Great Reef Census, a groundbreaking citizen science project to survey the Great Barrier Reef.

The campaign marks the second partnership between the trio and runs across digital assets for brands and platforms, including Thrive Planet, Student Edge, Signature Luxury Travel & Style, and Cosmos Magazine.

Avid Collective managing director Luke Spano said the project is the agency’s opportunity to give back and support a project that is delivering real benefits to one of the world’s most precious natural assets.

“At Avid, the census campaign has become a much-loved part of our annual deliverables, for both our team and clients, who are passionate about environmental conservation and using their skills to contribute to a greener future.”

The last campaign Citizens of the Reef, Avid and Mindshare worked on together was an overwhelming success – with Avid’s native content support helping the census reach more than 20 million people globally, with more than 6,000 citizen scientists analysing nearly 165,000 reef images. The census and its platform also notched up more than 50,000 users.

Mindshare managing partner Linda Tyson said: “We’re thrilled to be partnering with Avid Collective on the Citizens of The Reef campaign for a second year running. 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.”

The census is one part of Citizens of the Reef’s large-scale conversation 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.


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