Un-Affiliated (Uni) Nature Conservancy YOUTH Campaign
OUR NATURE, OUR FUTURE, YOUR MOVE
Core Message:
Protecting Australia’s nature starts with young people taking action today.
Executive Summary
This PR campaign has been created as a mock un-affiliated university PR Campaign Project as if it was for the Nature Conservancy Australia, focused on increasing engagement with younger audiences. Currently, there is a demographic gap, as environmental charities heavily rely on financial donations as their primary form of support. While donations are important for conservation work, this can limit engagement among youth aged 14-25, who may not have the financial means to contribute. As a result, many who are passionate about environmental issues may feel disconnected from environmental organisations or unsure of how they can meaningfully support them.
This campaign will focus on a range of communication strategies designed to resonate with younger audiences. Through this, the goal is to raise awareness of The Nature Conservancy Australia and the importance of conserving Australia’s lands and waters, while building meaningful, long-term engagement and active participation among younger audiences.
The primary target audience for this campaign is Australian youth aged 14–25, particularly students, young workers, and digitally connected individuals who are passionate about environmental issues but face barriers to participation such as lack of time, financial limitations, or uncertainty about how to get involved. Secondary audiences include universities, schools, youth organisations, environmental communities, and social media influencers who can help amplify the campaign message and extend reach.
1Tactics include interactive social media campaigns, storytelling and short-form video content, photography competitions, a dedicated youth-focused website hub with volunteering and educational opportunities, and branded merchandise that promotes environmental awareness while encouraging youth participation and self- expression.
The campaign will span over five months from June to November 2027, with an estimated budget of $10,000 allocated across content creation, influencer partnerships, website development, paid social media advertising, merchandise, print materials, and campaign competitions. Success will be measured through Key Performance Indicators (KPIs) including:
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A 25% increase in social media engagement among audiences aged 14–25
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Growth in youth followers across key platforms
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Increased traffic to the youth-focused website hub
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Campaign hashtag usage and user-generated content
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Volunteer sign-ups and expressions of interest
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Influencer collaboration reach and engagement
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Video completion rates on short-form content
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Improved audience sentiment and awareness measured through pre- and post campaign surveys
Through these strategies, the campaign aims to position The Nature Conservancy Australia as a more accessible, engaging, and youth-focused environmental organisation while encouraging the next generation to actively participate in protecting Australia’s natural environment.
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Kelp Roots YOUTH Campaign
Deeply Rooted in Ocean Restoration
KelpRoots is a fictional Australian non-profit dedicated to restoring and protecting kelp forests. I created a cohesive brand identity inspired by marine life, clean water and conservation, extending across digital platforms, merchandise and promotional materials.
Executive Summary
KelpRoots is a conceptual Australian non-profit organisation dedicated to the preservation and restoration of Tasmania’s kelp forests. Through marine research, hands-on conservation initiatives and environmental education, the organisation aims to protect these vital underwater ecosystems while inspiring individuals, communities and businesses to take an active role in ocean conservation.
The objective of this project was to develop a comprehensive brand identity that communicates KelpRoots’ mission, values and commitment to environmental sustainability. The visual direction draws inspiration from the natural movement and interconnectedness of kelp forests, using organic forms, fluid linework and circular elements to represent marine life, oxygen bubbles and ecological balance. A considered colour palette of deep greens, ocean blues and complementary natural tones reinforces the connection to the underwater environment, while contemporary typography creates a modern, approachable and recognisable identity.
The final brandmark combines flowing, kelp-inspired lines with circular forms to symbolise growth, movement and the relationship between marine ecosystems. This visual language was carried consistently across a range of brand extensions, including a website homepage, social media content, merchandise, promotional materials and business cards. Each application was designed to strengthen brand recognition while creating opportunities to educate audiences, encourage community participation and promote the organisation’s conservation efforts.
Alongside the visual identity, a comprehensive set of brand guidelines was developed to establish consistency across typography, colour, imagery, patterns and graphic elements. These guidelines provide a foundation for the brand’s future development across both digital and physical platforms.
Ultimately, KelpRoots positions marine conservation as an accessible and collective responsibility. The identity balances a natural, calming aesthetic with a contemporary and action-oriented approach, communicating the importance of protecting kelp forests while encouraging audiences to engage with, learn about and contribute to the future of Australia’s marine environments.
