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Everyone, Everyone, Everywhere, Everywhere, Landcare Landcare Ark Strategic Corporate Ark Strategic Corporate Communication Conference Communication Conference

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Page 1: Landcare Presentation

Everyone, Everyone, Everywhere, Everywhere,

LandcareLandcare

Ark Strategic Corporate Ark Strategic Corporate Communication ConferenceCommunication Conference

Page 2: Landcare Presentation

WHAT IS LANDCARE?

Over 100,000 volunteers in 4,000 groups – “Doing something practical”

Landcare is a movement of volunteer community groups working to protect and repair Australia’s magnificent environment

INTRODUCTIONINTRODUCTION

Achievements include:

Planted over 35 million native seedlings

Regenerated over 1 million hectares of remnant vegetation

Erected over 25,000 kilometres of protective fencing

Involved over half a million volunteers

Page 3: Landcare Presentation

COASTCARE MOVEMENTCOASTCARE MOVEMENT

60,000 Coastcare volunteers in 2,000 Coastcare groups

Tackling problems such as…• Dune erosion• Loss of native plants and animals• Storm water pollution• Weeds• Control of human access to sensitive areas

Marking new territory in terms of PR & communications

Targeting younger, urban audience

Page 4: Landcare Presentation
Page 5: Landcare Presentation

WHO IS LANDCARE AUSTRALIA LIMITED?WHO IS LANDCARE AUSTRALIA LIMITED?

Established in 1989, Landcare Australia is the official not-for-profit company responsible for the sponsorship marketing of “Landcare”

COMMUNITY – GOVERNMENT - BUSINESS

Landcare has initiated an international model for community-based, cooperative land management

- spread to Philippines, Sri Lanka, New Zealand, South Africa & USA

Offices/representatives in Sydney, Melbourne, Perth and Brisbane

Page 6: Landcare Presentation

THE ISSUES AT STAKETHE ISSUES AT STAKE

The groups all give their time free of charge and tackle some major issues facing the landscape.

Landcare

Weeds

Biodiversity

Sustainable agriculture – protecting soils from salinity and erosion

Wetland and river protection

Bring back trees to the landscape

Coastcare

Dune erosion

Loss of native plants and animals

Storm water pollution

Coastal weeds

Control of human access to sensitive areas

Page 7: Landcare Presentation

Landcare GardeningGardening with the Australian environment in mind, adopting the right

gardening techniques, plants and water usage

PRIORITY PROGRAMSPRIORITY PROGRAMS

Junior LandcareEncouraging young people to play an active role in ensuring the safe

future of their environment

CarbonSMARTAustralia’s first ongoing carbon pool to support biodiversity

Indigenous LandcareIndigenous communities using traditional indigenous values and

practices through community activity

Landcare FarmingAdopting sustainable farming practices for the good of the land and

land managers

Page 8: Landcare Presentation

PURPOSE OF THE PR TEAMPURPOSE OF THE PR TEAM

The function of the PR team is six-fold (at least!)

• Promoting the partnerships with our corporate supporters

• Promoting the fantastic work undertaken by our on-ground volunteers

• Promoting our priority programs

• We have a high level of government support, so promoting Government support and funding opportunities eg Envirofund

• Keeping logo and organisation awareness high

6. Above all, promoting the Landcare ethic

Page 9: Landcare Presentation

LEVEL OF LOGO & BRAND RECOGNITIONLEVEL OF LOGO & BRAND RECOGNITION

Power of the caring hands logo…

Awareness of Coastcare is estimated at 38%

Awareness of the Coastcare logo was evident among 57% of the Australian population

Awareness of Landcare in 2006 was estimated at 72%

Awareness of the Landcare Australia logo was evident among 74% of the Australian population

Page 10: Landcare Presentation

OUR CHALLENGESOUR CHALLENGES

• Ageing base of volunteers – need to widen our demographic

• Lots of environmental organisations out there – differentiation

• Promoting a positive message – always a hard sell

• Going since 1989 – finding new news

• Stakeholders include: * Government

* Community groups

* Experts

* Corporates

Need to satisfy all stakeholders!

Page 11: Landcare Presentation

ANNUAL CAMPAIGNSANNUAL CAMPAIGNS

Landcare Week

Held on the first week of Spring every year

Coastcare Week

Held on the first week of Summer every year

World Environment Day

5th June annually

And plenty in between… aiming for year-round media presence

Page 12: Landcare Presentation

LANDCARE WEEK 2007 – SNEAK PEEKLANDCARE WEEK 2007 – SNEAK PEEK

Select an issue of importance to the groups and to landcare

2007: Weeds

Costing the country over $4 billion every year

8 worst weeds have now taken over 20 million hectares of Australian countryside

Weeds are now second only to land clearing as a cause of species extinction in Australia

National media campaign roll-out

Work to get our celebrity supporters, CEO and groups featuring in as many national media outlets as possible

2007 campaign: 10 TV, 40 radio,300+ newspaper articles

Page 13: Landcare Presentation

CELEBRITY ENDORSEMENTCELEBRITY ENDORSEMENT

Page 14: Landcare Presentation

PROMOTING THE GROUP WORKPROMOTING THE GROUP WORKGetting the volunteer’s stories in the media as they’re amazing

stories of dedication

AUSTRALIAN SEABIRD RESCUEAUSTRALIAN SEABIRD RESCUE- Rescued over 1000 pelicans & addressed over 25,000 students

- Won the 2004 National Coastcare Award- Groups in almost every state (including SA’s Project Dolphin Safe)

CARPENTARIA GHOST NETS PROGRAMCARPENTARIA GHOST NETS PROGRAM- Involves eleven indigenous community groups from NW Queensland

- Remove ghost nets, rescue marine life & record data- Received the 2005 Queensland Coastcare Award

This year this program also won the National Banksia Environmental award

We promoted it throughout national TV, radio and press as well as great coverage in their local area

Page 15: Landcare Presentation

CORPORATE PARTNERSHIP CAMPAIGNSCORPORATE PARTNERSHIP CAMPAIGNS

Bundaberg Bush fund

Legends of League match held in Townsville to help rebuild Far North QLD after Cyclone Larry

Partnership between Landcare, Bundaberg, Men of League and others such as the local leagues club

Backyard Blitz did a special episode on rebuilding a school grounds using the money raised

Huge success – next one held on ANZAC day in 2007 to raise funds for drought

Another planned for later in the year in Rockhampton

Page 16: Landcare Presentation

NATIONAL AND STATE AWARDSNATIONAL AND STATE AWARDS

Held in every state to recognise local heroes in different

categories such as Individual landcarer award, Community

Group Award, Nature Conservation Award etc

Landcare is all about the grassroots movement – so a great

way to promote community involvement

Winners promoted in local media

Winners entries are sent through to the national awards

Landcare fly all winners of the state awards to a National Awards Ceremony

Over 500 people attend

Awards presented by the Prime Minister or his representative

Hosted by a celebrity MC

Huge amount of publicity and media surround the awards and the winners

A great way to thank the Landcare movement

Page 17: Landcare Presentation

WORKING STRATEGICALLY WITH MEDIAWORKING STRATEGICALLY WITH MEDIA

Channel Ten

An annual partnership allowing for huge amount of mutual promotion

Totally Wild, McLeods Daughters, TTN• Working with script writers• Providing features and case studies to relevant programmes

Outdoor advertisingWorking with partners such as Adshell who donate vacant bus shelter spots to support our CSAs

Page 18: Landcare Presentation

OUR COMMUNICATION TOOLSOUR COMMUNICATION TOOLS

Important to nurture the movement and their needs

Landcare magazine• Distribution of 32,500 with readership three times that• Focus on practical issues – tips and tricks for everything from gardening, farming and land use• Entries sent in by landcare groups

Website• www.landcareonline.com • Receives 40,000+ hits per month• A great resource for the latest news and many in-depth articles• Submissions from landare groups and experts• Case studies of corporate funded projects• Special offers from our corporates for landcarers

Email newsletters• Provide current and localised news to the landcare network

Page 19: Landcare Presentation

WHERE TO NEXT?WHERE TO NEXT?

We believe Landcare and Coastcare are a way for everyone to feel like they can play their part in protecting

the environment of the future

Move forward with more volunteers, more awareness and more corporate support

Progress our message through new media and to new demographics

Everyone, Everywhere, Landcare

Questions?