Easy As
It’s changed.
The reefs you once adored has changed
The life within the sea has changed, it’s not the same
You see, change can be good,you can make a difference
it’s easy as.
EASY AS - action saves
Duration: March 2025
tasks:
Research and concept development
Campaign strategy and messaging
Illustration using Procreate and Adobe Illustrator
Presentation and campaign mockups
Overview
Citizens of the Reef runs the Great Reef Census, a citizen science initiative where the public helps analyse reef images to inform conservation efforts. The Census provides critical data that shapes reef protection priorities and guides programs like the Crown of Thorns Starfish Control initiative.
complication
Despite its impact, Citizens of the Reef struggled to engage a wider Australian audience.
Climate change felt distant and overwhelming, while many people believed meaningful action required expertise, time, or money.
In a crowded environmental space, awareness campaigns often failed to convert interest into participation.
resolution
Our team created “Easy As”, a campaign designed to make reef conservation feel effortless and inclusive.
Using humour, charm, and simplicity, the campaign broke down barriers and encouraged participation in the Great Reef Census.
The tagline “Easy As” highlighted that anyone, anywhere can contribute, with a deeper meaning of ‘AS’ being “Action Saves.”
We launched a social challenge, #EasyAsAnywhere, inviting Australians to share where they joined the Census from — their couch, classroom, or anywhere in between.
The visual identity drew from Citizens of the Reef branding, enhanced with vibrant coral tones and hand-drawn illustrations to make the campaign feel approachable, playful, and human.
