2. 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
3. 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
4.
5. 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
6. 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
7. Landcare Gardening
Gardening with the Australian environment in mind, adopting the right
gardening techniques, plants and water usage
PRIORITY PROGRAMSPRIORITY PROGRAMS
Junior Landcare
Encouraging young people to play an active role in ensuring the safe
future of their environment
CarbonSMART
Australia’s first ongoing carbon pool to support biodiversity
Indigenous Landcare
Indigenous communities using traditional indigenous values and
practices through community activity
Landcare Farming
Adopting sustainable farming practices for the good of the land and
land managers
8. 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
9. 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
10. 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!
11. 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
12. 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
14. PROMOTING THE GROUP WORKPROMOTING THE GROUP WORK
Getting 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
15. 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
16. 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
17. 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 advertising
Working with partners such as Adshell who donate vacant
bus shelter spots to support our CSAs
18. 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
19. 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?
