Caulerpa. We’d never heard of it! To contain the spread of this exotic pest seaweed, we needed to leave audiences knowing what’s expected of them and how to do it. A tough challenge and certainly, easier said than done.

Bringing it all to life with new creative and media placement strategies, this was another epic MPI campaign delivered by Hemisphere. We’re proud of this work’s contribution to the behaviour change space and appreciate the opportunity to explore new creative channels to protect Aotearoa.

The inclusion of relevant tactical billboard placements at boat ramps and appropriate industry cross-channel partnerships delivered a 13 times improvement in campaign engagement.