WWF / Cushelle: Koala Academy - Climbing School

Essity, the company behind the Cushelle brand, today announces a special partnership with WWF, pledging £150,000 to support the recovery of koalas impacted by the 2020 Australian bushfires. The initiative aims to raise awareness of the devastating ongoing implications of the fires, one year on. Of the estimated 85,000 koalas left in Australia, the fires impacted more than 60,000 of the marsupials, leaving thousands homeless and the koala species now threatened with possible extinction in parts of Australia by 2050. To highlight the threat to the disappearing species and support the partnership, the toilet tissue brand is launching an integrated campaign. Developed in collaboration with Essity’s agency partners Publicis•Poke, Zenith, Blue Chip and Finn Communications, the campaign involves the removal of the brand’s iconic Kenny the koala from 3,000,000 of its promotional packs. The concept for the campaign was devised by creative agency, Publicis Poke, who also developed a series of tongue-in cheek films that aim to show just how irreplaceable koalas are. Tracking the attempts of ‘koala expert’ Jo Robinson, the films show her plight to solve the impending koala extinction by training other famous Australian animals at her Koala Academy to ‘fill in’ for the cuddly creatures, in case they don’t make it. Publicis•Poke worked in partnership with Zenith UK on creative and media strategy to deliver a reach-first broadcast approach. The films will be amplified with investment across social, YouTube, BVOD, and VOD. PR, influencer and shopper activations will also support the ATL and on-pack campaign, with the common goal of educating consumers on the ongoing impact of the fires, encouraging discussion around the topic and ultimately driving donations for the charity. Manchester based agency, Blue Chip, led on the development of the on-pack promotion along with packaging development agency, Tynan D’arcy. Creative communications agency, Finn, is delivering strategic media and influencer relations, and will be running ongoing social activations, working closely with Zenith, who led the media strategy and brokered all key media placements. Luon is responsible for the website development, with Performics providing SEO.