What if reef conservation didn’t feel like a duty, but something irresistibly entertaining? INSIGHT Traditional environmental campaigns often struggle to engage audiences as they rely on fear, guilt, or information overload.  Whilst 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 anthropomorphized 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 reef conservation didn’t feel like a duty, but something irresistibly entertaining? 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? What if we use humour to capture attention and anthropomorphism to create an emotional connection. By portraying marine life in a way that mirrors human intimacy, we transform 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 strategic combination of humour and anthropomorphism, this campaign delivers a conservation message in a way that is both entertaining and impactful. The execution begins with an attention grabbing, cheeky introduction, lobsters "in love" which immediately pulls viewers in. As the humour sets the stage, the narrative seamlessly transitions to the urgent reality of reef conservation, ensuring that the audience remains engaged while absorbing the key message. The use of natural, high quality oceanic footage ensures a visually striking experience, reinforcing the beauty and fragility of the reef. Additionally, the film is designed to be scalable and shareable, with a 15 second teaser that distills 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 participate in rather than feeling obligated to.