Dark Cloud
Australian endangered species, flora and fauna need our help. More species have become endangered in the last two years than the previous decade.
These animals have purpose.
Silver Lining
Conservation Volunteers Australia (CVA) has been in the market for 40 years, and aims to drive impact at scale by focusing on biodiversity restoration; the health of oceans, wetlands, and rivers; and on strengthening climate resilience.
Conservation Volunteers Australia is the new environmental partner for JDECAUX Heart, meaning CVA has access to several key JCDecaux Street Furniture and Large Format sites throughout the year.
To stimulate pride and empathy for these creatures, the campaign features four endangered superheroes of nature. Whilst each animal has its own unique role in supporting the ecosystem from eliminating pests to assisting in seed dispersal and plant regeneration, they also share the same threat of extinction from lack of food, bushfires and other effects of climate change.
The plea for our help is simple, by donating we give back - summated in just three words.
Give me food. Give me shelter. Give me love. Give me life.
The campaign used JCDecaux’s OPTIX, a ground-breaking tool to improve the effectiveness of Out-of-Home creative that uses machine learning to predict the visual effectiveness of creative to predict its performance.
The campaign launched at the beginning of April 2024.
“ Our nature needs
human nature.”
Credits:
Creative: Silver Lining
Outdoor partner: JC Decaux
Artwork: Jess Elliott
“From the get-go, working with Silver Lining was a breeze. Conservation Volunteers Australia is a not-for-profit focused on nature engagement and using the power of people to tackle Australia's largest environmental challenges. In a nutshell, CVA helps connect people with important conservation needs to make real and lasting changes at scale - dedicated to helping people act for nature all over Australia. From ocean litter collection to bushfire recovery, citizen science activities, to building backyard Nature Blocks™ - helping people restore our native habitat in the built environment and support the threatened species that now live alongside us in cities. As these issues are so pressing and urgent, we often forget that everyday Australians don't often see the world as we do. This is where Silver Lining added real insights regarding how to appeal and reach our objectives – a creative campaign that could help fund our work and ensure we can continue for the next 40 years and fulfill our mission - a million more actions for nature by 2030. We are excited to see the results."
Ellie Corley
Strategic Partnerships Director | Conservation Volunteers Australia