Restoring Trust in the Reef: Turning Scrutiny into Social License
The Challenge
As a six-year, $443 million federal government funding partnership came to a close, the GBRF sought to launch a new report measuring the Reef’s economic value at $70B. The task was to go beyond economic modelling and showcase the premium Australians placed on preserving the Reef for future generations, all backed by a stakeholder engagement and communications plan.
Our REsponse
A comprehensive media strategy, engaging data points for media consumption, new digital assets, and a stakeholder engagement plan that reinforced the GBRF’s role as a trusted guardian of the Reef’s future.
We positioned the GBRF as an irreplaceable organisation in the ongoing fight to protect and preserve the Reef, and an essential vehicle for future funding efforts towards adaptation and resilience. 89DE’s strategy elevated the issue beyond a report that measured the benefits of protecting the Reef to the economy, tourism and regional communities to an issue intrinsic to our global reputation and the deep attachment Australians hold for the Reef.
We positioned the GBRF as an irreplaceable organisation in the ongoing fight to protect and preserve the Reef, and an essential vehicle for future funding efforts towards adaptation and resilience. 89DE’s strategy elevated the issue beyond a report that measured the benefits of protecting the Reef to the economy, tourism and regional communities to an issue intrinsic to our global reputation and the deep attachment Australians hold for the Reef.
