New campaign for Landcare by Brave urges people to donate their time to the land

Landcare, a grass roots movement that harnesses individuals and groups under the ethic of caring for the land, has launched a new campaign, ‘Donate’, playing on the traditional concept of donating to charity. Instead of encouraging people to donate money, it encourages people to donate themselves. The multi-channel campaign developed by Brave, comprises of a TVC, radio, print and onlineadvertising, as well as social media activity.  

CLICK HERE TO VIEW THE SPOT 

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, HeatherCampbell, said:  “People donatingthemselves and their valuable time is the reason the Landcare movement is whatit is today and through this community service announcement campaign we hope toencourage 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 forpeople who have always wanted to help their local environment and connect withtheir community, but didn’t know how or where to get started.  People are also free to donate as muchor as little time as they can.” 

Volunteers can get involved in activitiessuch as weeding, tree planting, restoring native habitats, water qualitytesting in creeks, rivers and other waterways, propagating seeds andsustainable farming for peri-urban and rural communities. Landcare groups alsoneed volunteers for a variety of behind the scenes tasks such as managingwebsites, writing newsletters, fundraising, organising events or fielddays. 

‘Give’ a community service announcementcampaign with the same premise, has launched in Victoria.  This campaign is the first Landcareadvertisement created specifically for Landcare Victoria and was funded by theDepartment of Sustainability and the Environment.

Both TV commercials were produced byJungleboys and filmed in locations across Victoria featuring a cast of Landcarevolunteers and school children. They were launched to coincide with Landcare Week which takesplace from the 6th to the 13th of September and celebrates the tireless work ofLandcare volunteers across Australia.

Credits

Brave

Creative Director: Mark Lees

General Manager:  Peter Fitzhardinge

Account Manager: Sophire Wright

Jungle Boys

Director: LeighRichards

Producer: Nicola Patterson

Director of Photography: Marden Dean

Editor: Paul Swain

VFX Supervisor: DavidMosqueda