Using animals to uncover the human side of the problem.

Noting a subtle shift in attitudes was key, creativeXpeople went about developing a strategic concept that was built upon the natural world.

Within an organisation of people who aim to protect the environment, protection is in their nature. As such, a shift around security from ‘compliance’ to ‘protection’ became the behavioural trigger at the heart of the campaign. We shifted the narrative to influence positive environmental change.

We developed a suite of internal campaign materials that were unconventional and interesting, featuring Australian native wildlife and their innate defence mechanisms. Each mechanism related back to the security behaviours the department hoped to achieve.

The campaign resulted in positive behavioural change, and was rewarded a Gold Statuette in the Strategic Communications MarCom Awards as well as winning the Clear Communications Award for Best Public Sector Communications.