Lad Bible launches campaign to make the Great Barrier Reef an Australian Citizen

Lad Bible has launched a campaign entitled ‘Citizen Reef’, calling for the Great Barrier Reef to be granted Australian citizenship and subsequently awarded the same protections and rights to freedom from torture, the highest standard of health and the right to life, as any other citizen.

Lad Bible Australia has enlisted public figures Ian Thorpe, Dacre Montgomery, Osher Gunsberg and the Bondi Hipsters to appeal to the public to sign a petition in support of the citizenship campaign, which is addressed the Department of Home Affairs.

Osher Günsberg, said supporting the campaign was a no-brainer.

“The Great Barrier Reef is our most popular Aussie icon, yet we’re allowing her to starve. She deserves to be acknowledged for her contribution to Australia, but most importantly she deserves to be protected from harm and granted the rights she needs to survive,” he said.

The campaign comes about following National Geographic’s 2018 announcement that half of the Great Barrier Reef had been bleached to death since 2016. Lad Bible’s aim for the campaign is to raise awareness amongst the Australian public of the threat of rising sea temperatures to the reef.

Lad Bible has also engaged the Australian Marine Conservation Society to back the campaign.

Imogen Zethoven AO, strategic director at the Australian Marine Conservation Society, said: “We’re excited to be part of Citizen Reef. Lad Bible’s campaign to make the Great Barrier Reef a citizen is what she really needs right now after being hit pretty hard by climate change in the past few years. The Great Barrier Reef is already quintessentially Aussie – she’s big and beautiful, iconic and diverse, and she should be made a citizen so she has a right to a long and healthy life.”

The campaign will begin with the factual campaign video and will soon be followed up by endorsement videos from Australian celebrities. Media agency Initiative has provided strategy and planning support for the campaign.

Lad Bible Australia General Manager, Joe Summers said: “We know our audience has a vested interest in the health of the environment and the planet, as do we all. The Great Barrier Reef has reached a critical point in time for her own survival, and we’ve decided to play a role in that fight. With the strength of our audience behind us we know we can make a difference. We are now asking the Australian Government to stand up with us and declare its commitment to protecting the Great Barrier Reef by granting her the same rights as any other citizen of Australia, most importantly of which is the right to life.”

Lad Bible launched its Australian operation earlier this year. At the time founder and CEO Alexander Solomou, said the development of the Australian office would focus on how it would adapt to the new audience’s sensitivities.

“It’s very much going to be about learning about the audience: how we adapt what we do content wise, how we adapt what we do commercially, very much put one foot in front of the other,” Solomou said.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.