The brief
Help NFDAP communicate with and educate Australian communities nationally on the devastating impact that introduced deer species have on Australian wildlife, agricultural production, and the public – to improve support for why and how the deer need to be controlled.
The approach
We consulted affected communities across Australia to develop a clear understanding of the issues and how they affect different regions. A strategic communications approach was established, aimed at correcting misconceptions and the ‘Bambi effect’ while explaining the need for deer control and its support – without unduly shocking audiences.
Outcome
We created the Cute, but costing us deerly. core campaign position, allowing for different issues to be highlighted locally under a consistent national message.
With limited budgets, we maximised impact using paid social media along with targeted press and mobile billboard activations. PR and print assets were also developed, and all assets were shared with regional teams to further amplify messages.
Our call to action encouraged the public to participate by reporting deer sightings via a dedicated website.
During each campaign period, we saw significant increases in deer reports to the website, along with strong engagement via digital analytics.
