CBCity Council
CBCity Public Awareness Campaign Creative
Canterbury-Bankstown City (CBCity) is one of Sydney’s largest and greenest councils. Unfortunately, CBCity has faced significant challenges with deliberate tree vandalism and unauthorised tree removal, particularly in high-value or view-sensitive areas.
Trees provide shade, cooling, biodiversity, cleaner air and enhance property values. Tree vandalism reduces public amenity, harms the environment and costs tax payers and residents millions of dollars each year. Awareness of the consequences and community impact was limited.
CBCity required a bold, creative campaign to raise public awareness of tree value, highlight legal consequences and foster pride and responsibility for protecting urban trees.
Developing Creative Campaigns for Diverse Audiences
Considering the diversity of the CBCity community and the campaign's target audiences, Crackler developed a messaging toolkit and creative assets that included distinct campaign pillars to communicate directly with three primary audiences.
‘The Shade We Share’ campaign targeted the local community to reframe urban trees as a vital public resource; a collective shield against heat, a driver of local economic vitality, a haven for local wildlife and a shared asset that connects community.
The ‘Every Tree Has Value’ campaign speaks to residents and home owners to highlight the direct connection between a healthy urban forest and household savings, community health and biodiversity.
The ‘Cost of the Cut’ campaign is designed as a direct, financial reality check for the construction and development sector. The campaign breaks down the “true cost” of interfering with protected trees into clear business liabilities that are too expensive to compromise.
