Save the Koalas
the 2050 koala museum - in partnership with wwf - world wide fund
I developed a one-day immersive activation for WWF to highlight the urgent need to protect koala habitats in Australia. The campaign brought a future (set in 2050) without koalas for Sydneysiders, encouraging immediate action against the rampant destruction of their natural environment.
Background
Koala populations in New South Wales (NSW) have been declining at an alarming rate. WWF has warned that with fewer than 20,000 koalas remaining and ongoing excessive tree-clearing, the species could become extinct in NSW as early as 2050. In response, I developed the #savekoalas campaign to transform this abstract threat into a visceral, tangible experience for the public.
Strategy & Concept
Immersive Experience: Modeled on museum displays—similar to dinosaur exhibits—the pop-up “Koala Museum” provided an engaging narrative. Visitors encountered taxidermy koalas, skeletal remains, and interactive content illustrating Australia’s rich biodiversity when koalas thrived.
Futuristic Setting: Set in the year 2050, the museum used a dimly lit container environment constructed from up-cycled or biodegradable materials to evoke a somber atmosphere reflective of a post-koala world.
Multi-Channel Engagement: Beyond the physical experience, the activation integrated digital elements. Visitors recorded live video messages sharing their emotional reactions and urging others to sign the petition, thereby amplifying the campaign’s reach on social platforms.
Execution
Location & Timing: The activation took place near the iconic Sydney Opera House. The prime location and limited-time nature heightened the sense of urgency.
Visitor Journey: As visitors walked through the museum, they were immersed in a narrative that juxtaposed Australia’s vibrant past with a potential, bleak future. At the exit, participants had the opportunity to:
Record a Video Message: Capture their reflections and share a personal plea to help save koalas.
Sign a Petition: Commit to supporting conservation efforts by demanding stricter measures against habitat destruction.
Social Amplification: The activation was bolstered by thought-provoking social content designed to extend the reach of the message online. The ease of sharing the video messages on mobile devices helped transform individual experiences into a collective digital movement.
IMPACT & LEARNINGS
Media Reach: The bold narrative and immersive design of the campaign not only resonated with local audiences but also captured nationwide and global media attention. This widespread coverage amplified the urgency of protecting koala habitats and highlighted the innovative approach of the activation.
Strategic Messaging: Testimonials from WWF, the Publicis Media underscored the campaign’s effectiveness:
WWF’s Perspective: “The thought of koalas becoming extinct was almost unimaginable just a few years ago. This ‘Koala Museum’ demonstrates the sad reality if we don’t take action now…”
Media Insight: The activation was described as “big and bold”—a testament to the creative approach that made the looming threat both real and urgent.
Model for Future Campaigns: The success of the #savekoalas activation illustrates the power of experiential marketing in environmental advocacy. By engaging the public through immersive, multi-sensory experiences, similar campaigns can effectively drive awareness and action on critical conservation issues.