The World Is Watching

Right now, Traditional Owners are leaders in the largest-ever effort to protect the Reef and its Catchments. This world-leading initiative is creating better results for the Reef and is setting a new global standard for Indigenous-led solutions – and the world is watching.

To document and showcase this critical and transformative work, we partnered with the Great Barrier Reef Foundation and Traditional Owners of the Great Barrier Reef to co-design and create our Strategy to Communicate. It’s amplifying and elevating Traditional Owner voices, priorities and aspirations through a world-first, Traditional Owner-led website called Our Reef Stories.

We couldn’t wait to share this amazing story with the world! So, we put on our snorkels and fins and dove right in, creating an inspiring and uplifting campaign called “The World Is Watching”. Production included the Wonderkarma team being invited to shoot on Country with Traditional Owner groups all across the Reef and its Catchments. The campaign is being seen worldwide and includes TV, posters, direct mail, dedicated social media channels and digital ads. “The World Is Watching” is also being shared through our partner social networks, including the Great Barrier Reef Foundation’s 800,000+ followers.