The Cummins & Partners team and I rented a van and drove all over NYC to place dozens of stuffed koala plush toys to poles and trees to help spread awareness about Australia being ravaged by its worst bushfire season on record.
Attached to the Koalas is a QR code that directs passerbyers to the Koalas of NYC Gofundme page to spread awareness and raise money for @wireswildliferescue (Wildlife Information Rescue and Education Service)
Just 72 hours from concept to execution, Koalas of NYC went from activation to global advocacy in just 23 days. Results achieved include:
Over 1.9 billion people reached
Over 9.4 million impressions
160+ news outlets worldwide
Activation in over 140 cities
A donation target exceeded by 400%
