Landcare launches new ‘Landcare Is For Everyone’ campaign via Murphy & Friends

Landcare has launched a new 3D animation spot called LIFE – (Landcare Is For Everyone), created by Mark Collis via Murphy & Friends, together with Mighty Nice whose previous campaigns include The Girl Effect for Girl Effect Org and The Adventures of Harry Ficus for WWF & FSC.

The website was developed by WiTH Collective.

WATCH THE SPOT

The campaign aims to illustrate the diversity of the Landcare movement, demonstrating how working to preserve the land sustains the very species that live on it, and the variety of different ways that people can get involved.

The multi-channel campaign was launched last week at the 2012 National Landcare Conference in Sydney and comprises of a two minute film for online, a sixty second TVC, a radio ad voiced by Landcare ambassador, Jack Thompson, print and online advertising, and a website.

Darren Price, director of Mighty Nice is proud to have been involved in working on a campaign for such an iconic environmental brand.

Says Price: “The sheer scale of Landcare’s great work for Australia at first appeared an overwhelming task to communicate, but their grassroots movement is truly inspiring, and the story really told itself. From swooping high with the birds to a magnified ant, our animation illustrates the far-reaching effects of Landcare’s role in our country and beyond. It was a delight to work with such a passionate client, and Mighty Nice is proud to be a part of this campaign.”

Landcare Australia CEO, Heather Campbell, believes this campaign is the best way to demonstrate just how wide-reaching the Landcare movement is.

Says Campbell: “You can be a Landcarer in many different ways, either as an individual or part of a group. People can easily get involved by attending events like National Tree Day or Clean Up Australia Day, planting a veggie garden, joining a group of volunteers to clean a local beach or reserve, or by integrating sustainable farm practices into their own properties.

“The key point for people to recognise is that Landcare is about caring for the land to help it sustain us into the future and it’s up to everyone to get involved.”

LIFE is about people across Australia getting involved in Landcare in their everyday lives. Whether you live in a city or a one pub town, on the beach or on a station, in the Top End or the Island State, LIFE is designed to give you ideas on what you can do or how you can join others in caring for the land and our environment, because after all, the land is the reason we exist and the reason we continue to survive. 

Soundtrack: Stand Right Up by King Cannons