Donate yourself to the land
Landcare Australia yesterday launched a new community service announcement campaign aimed at encouraging people to become involved with the Landcare movement by donating themselves.
DONATION, a multi-channel campaign developed by advertising and digital communications agency, Brave, is comprised of a television ad, radio, print and online advertising, as well as social media activity. The campaign plays on the traditional concept of donating to charity, yet instead of encouraging people to donate money, the ad encourages people to donate themselves.
The TV ad shows an oversized tin, the type traditionally associated with coin donations for charities, positioned in various landscapes including coastal, riverside, bush and farm. As the ad continues, we see volunteers climbing out of the tin and down a ladder to the ground where they start working on the land. The ad finishes with volunteers climbing back up the ladder into the tin and the tagline, “If you’re going to donate anything, donate yourself to Landcare.”
CEO of Landcare Australia, Heather Campbell, said: “People donating themselves and their valuable time is the reason the Landcare movement is what it is today and through this community service announcement campaign we hope to encourage a new generation of Landcarers, be they Baby Boomers, Gen X or Gen Y, to think about how they too can help.
Joining a local Landcare group is ideal for people who have always wanted to help their local environment and connect with their community, but didn’t know how or where to get started. People are also free to donate as much or as little time as they can,” she added.
Volunteers can get involved in activities such as weeding, tree planting, restoring native habitats, water quality testing in creeks, rivers and other waterways, propagating seeds and sustainable farming for peri-urban and rural communities. Landcare groups also need volunteers for a variety of behind the scenes tasks such as managing websites, writing newsletters, fundraising, organising events or field days.
GIVE, a community service announcement campaign with the same premise, has launched in Victoria. This campaign is the first Landcare advertisement created specifically for Landcare Victoria and was funded by the Department of Sustainability and the Environment.
Both TV commercials were produced by Jungleboys and filmed in locations across Victoria featuring a cast of Landcare volunteers and school children. DONATION and GIVE were launched to coincide with Landcare Week which takes place from the 6th to the 13th of September and celebrates the tireless work of Landcare volunteers across Australia.
Photos from behind the scene: http://www.flickr.com/photos/31832111@N05/sets/72157624959928832/with/4991832141/
