What Replaces Extinct Koalas?
71% of Gen Z and 77% of Millennials think enough is already being done to protect koalas, or aren't sure if more action is needed.
Meanwhile, a state government report concluded koalas will become extinct in New South Wales well before 2050.
This assumption threatens Taronga Zoo's breeding programs, habitat restoration and veterinary care, all of which rely on public support.
The problem isn't affection. Everyone loves koalas. The problem is whilst you can still see one at the zoo, extinction feels hypothetical.
So, we created a social media-friendly PR stunt to address this and present the realities of a future without Koalas by asking who or what will replace them.
Visitors expecting to see koalas will instead be met by ‘Tucker’. We’ll decorate his enclosure with facts about koala extinction to demonstrate just how imminent this threat is. We’ve designed an expansive social and physical campaign around him, all with the aim of generating ongoing concern for the fate of koalas.
It begins with the enclosure temporarily closing in preparation for the activation. A month of obscure social media posts will create a sense of anticipation around the “koala enclosure of the future”. This will include behind-the-scenes footage such as time-lapses and interviews with zookeepers and conservationists. Nothing will give away the planned stunt, but the content will serve to generate interest and eventually wink back to Tucker when viewed in retrospect. Following the grand reveal, we’ll give Tucker his own social media account, where he can document his days spent sitting on a log, being photographed and eating chips.
