The Challenge

89 Degrees East translated detailed Deloitte economic modelling into a compelling narrative about the Reef’s value to Australians. We strengthened the case by recommending and commissioning national polling, which found 98 per cent of Australians believe losing the Reef would be a national tragedy, while nine in ten are concerned about the risks posed by climate change. We then developed a comprehensive communications and stakeholder plan to take these findings to media, government and other key audiences. We offered the Courier-Mail an exclusive, including a small-plane trip to Lady Elliot Island to conduct interviews and capture content on the Reef. This facilitated in-depth reporting and secured front-page coverage, with the story subsequently syndicated across the country. The media activity was supported by a targeted stakeholder briefing plan and coordinated social media content.

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.

89 Degrees East helped make the case that protecting the Great Barrier Reef is not only an environmental imperative, but an economic and national one. The campaign brought the Reef’s value to the forefront of the public conversation, showing what is at stake for jobs, tourism, regional communities and future generations. The media coverage spanned 135 items and reached an estimated audience of 9.5 million.