Friends Of The Koala

Road Strike Awareness Campaign

 

The brief

Friends of the Koala (FOTK) have been doing incredible work since 1986 in the Northern Rivers, NSW. They are Australia’s leading koala conservation organisation, dedicated to rescuing, rehabilitating, and releasing koalas while protecting their habitat and advocating for their welfare

Our response

We developed a multi-channel campaign to communicate the message across the Northern Rivers and specifically in the koala hotspots. The campaign consisted of radio, print, social media, and display ads. Each channel was carefully chosen to connect with the community and share two simple but powerful messages: slow down where koalas live and call the hotline if you see one in danger.

 

 

The fruits

• Print:

We teamed up with local print publications; The Echo, Tweed Valley Weekly, and The Times to share the message across the Northern Rivers community. This old school/traditional form of advertising were the perfect way to reach locals and keep the campaign front and centre.

• Radio:

Radio played a big part in reaching drivers during peak koala activity times—dawn and dusk. Local stations helped us communicate directly with people on the road, reaching 15,000 listeners every day.

• Paid Social:

With paid social ads, we targeted the Northern Rivers community to make sure the message landed in the right places. Over 34,000 people engaged with the campaign, showing strong support for the cause.

• Organic Social:

To complement the paid campaign, organic social posts kept the conversation going, encouraging community involvement and reminding people to look out for koalas.

• Display Ads:

We also ran display ads on local media websites, generating nearly half a million impressions and directing people to FOTK’s website to learn more.

 

This campaign helped raise awareness about koala road safety across the region, equipping the community with the knowledge they need to take action. It was a privilege to work alongside FOTK on such an important cause, and we’re proud to have played such an important part in spreading their message.

 

Hey Team Fruity!