News

Plush koalas appear in New York City to raise awareness and funds for the bushfires in initiative by Cummins & Partners NYC

Cummins & Partners NYC has launched an initiative in support of the bushfire relief, placing plush koalas at prominent and unusual places around the city to raise awareness for the need for support amongst New Yorkers.

Attached to the koalas is a QR code, which directs people to the Koalas of NYC Go Fund Me page which is raising money for WIRES – the largest wildlife rescue and rehabilitation charity in Australia.The fundraisers has already reached $7,000 in donations, of its $10,000 goal.

New York native and member of the creative team, Rachel Mitrani, explained her motivation behind the initiative.

“Working at an Aussie-founded ad agency, has made Australia dear to my heart. I’ve been fortunate enough to travel there on business and spend time with these iconic and beautiful animals. I absolutely adore them,” Mitrani said.

“I was compelled to connect New Yorkers to what was happening on the other side of the world. With the demands of life these days, it’s often difficult to really understand the impact of the bushfires unless you’ve experienced Australia for yourself.”

“I’ve loved seeing the reactions to our koalas. This activation reminds people of the kindness and humanity that still exists in the world. How a team, a city, a world can come together in times of crisis and shed a little light. The juxtaposition of some of the world’s most unique wildlife amongst a concrete jungle like New York City is what is so moving about this.”

 

View this post on Instagram

 

📍SoHo 🐨 Help the koalas today, link in bio. 📸 @chrisglass

A post shared by Koalas of NYC (@koalasofnyc) on

An Instagram account, @koalasofnyc, has also been created for the initiative, sharing some of the koala’s adventures throughout the city. The agency states the account has already generated awareness across all continents through millions of impressions, snaps and tags on the account.

The initiative began on Friday January 10.

Cummins & Partners NYC said: “In a world of fragmentation and environmental concern, this is a movement that unites, holding so much relevance and longevity. Significant global interest has already proven that.”

If you’d like to assist with bushfire recovery, relief and rescue efforts, please explore the options below: 

ADVERTISEMENT

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

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

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