Created for Cairns Hatchlings, a competitive Asia-Pacific emerging creative program backed by Pinterest and Yahoo. What if reef conservation didn’t feel like a duty, but something irresistibly entertaining? INSIGHT Traditional environmental campaigns often struggle to engage audiences because they rely on fear, guilt, or information overload. While people care about conservation, they need a more accessible and emotionally compelling reason to get involved. Research shows that humour increases message recall by nearly 50%, and anthropomorphised animals elicit stronger empathy-driven action. By using humour and relatable storytelling, we can shift reef conservation from being a distant scientific issue to a personal and engaging experience, one that makes people laugh, care, and ultimately take action. IDEA What if one of the most deeply human experiences, love, was reimagined through the lives of marine creatures, making their survival feel personal and urgent? By using humour to capture attention and anthropomorphism to build connection, we can portray marine life in a way that mirrors human intimacy. This transforms reef conservation from an abstract issue into a relatable story. And just as love thrives in the right environment, so do these creatures, linking their survival directly to the health of the reef. EXECUTION Through the combination of humour and anthropomorphism, this campaign delivers a conservation message that is both entertaining and impactful. It begins with an attention-grabbing, cheeky introduction featuring lobsters “in love”, which immediately draws viewers in. As the humour sets the stage, the narrative shifts to the urgent reality of reef conservation, ensuring the audience stays engaged while absorbing the key message. The use of natural, high-quality oceanic footage reinforces the beauty and fragility of the reef. The film is designed to be scalable and shareable, with a 15-second teaser distilling the humour and call to action for social media. By blending comedy, emotion, and urgency, this campaign doesn’t just educate, it inspires real-world action, making the Great Reef Census an initiative that people want to join rather than feel obliged to.