Project Description
Wildlife Watcher is a behaviour change campaign designed to reduce wildlife-vehicle collisions across the Gold Coast region. Delivered in partnership with the City of Gold Coast, the campaign used emotionally resonant messaging and strategic media placement to encourage drivers to slow down in wildlife hotspot areas. The initiative combined paid and organic content across digital platforms with out-of-home advertising, including radio, bus shelters, and banners used for the City of Gold Coast campaign.
The campaign also achieved strong trust ratings, with Wildlife Watcher outperforming other channels in perceived credibility. Public feedback indicated strong support for further wildlife campaigning, suggesting expanded use of billboards, television, and outdoor signage.
Wildlife Watcher demonstrates how strategic, SDG-aligned communications can drive measurable behaviour change and community engagement to protect local biodiversity.
Project Personnel and Beneficiaries
The project benefits residents and visitors of the Gold Coast region, particularly those driving through wildlife hotspot areas. It also supports local biodiversity, including vulnerable species such as koalas, wallabies, and possums.
The campaign engages drivers, local councils, and conservation partners to foster a shared commitment to wildlife protection.
Outcomes to Date
Wildlife Watcher was rated the most trusted channel for wildlife collision messaging with strong public support for expanding the campaign across the Gold Coast. About 89.7% of respondents reported slowing down for wildlife because they were aware of the campaign. Evaluation data from this campaign will inform future campaign designs and investment decisions and there will be an outcome evaluation using survey and collision data.
Project Significance
Wildlife Watcher contributes to SDG 15 (Life on Land) by reducing threats to native species through safer driving behaviours. It supports SDG 11 (Sustainable Cities and Communities) by promoting coexistence between urban development and wildlife, and SDG 13 (Climate Action) by fostering community-led conservation efforts.
The campaign’s emphasis on emotional storytelling, trusted messaging, and multi-channel delivery ensures broad reach and impact. Evaluation data shows that awareness leads to action—drivers who saw campaign messages were significantly more likely to slow down in wildlife zones. By integrating behavioural science with community engagement, Wildlife Watcher offers a scalable model for reducing wildlife deaths and promoting sustainable urban living.