Google has launched a new campaign shining a light on how its AI technology is being used to restore Tasmania's giant kelp forests, in collaboration with CSIRO, the Institute for Marine and Antarctic Studies, The Nature Conservancy, the Great Southern Reef Foundation, Kelp Forest Alliance, and NGIS.

Created by indie agency Emotive, the campaign aims to raise awareness of the role of giant kelp in supporting the ecosystems in The Great Southern Reef, which spans five Australian states - only 5% of giant kelp remains in Tasmania.

As part of efforts to restore the ecosystem, researchers are leveraging Google's AI tech to expedite data analytics required to decode the DNA of the surviving heat-resistant kelp and map the remaining forests for the first time. The work is part of Google Australia's Digital Future Initiative, a $1B investment in Australian research, infrastructure, and partnerships.

Head of Brand, Social and YouTube Marketing AUNZ at Google, Zoe Hayes, said: "The collaboration between Google, CSIRO, the Institute for Marine and Antarctic Studies and The Nature Conservancy is part of Google Australia's Digital Future Initiative - a $1B investment in Australian research, infrastructure & partnerships. A huge focus of the initiative is fostering Australian made technology and talent to address some of the world's most pressing problems. Our hope is that this groundbreaking work will have an impact not just here in Australia, but globally."

The campaign includes a partnership with animator and TikTok star Sam Cotton, who will introduce the public to the project's complex science in an entertaining way on YouTube and social media. "I love our country and its wildlife, yeah even those chippy stealing seagulls, so when Google invited me to help shine a light on the story of the disappearing giant kelp habitats, and how they're helping restore them, I was thrilled to be involved," said Cotton.

The campaign also features a micro-documentary with Prof. Craig Johnson (Professor of Marine Ecology, Institute for Marine and Antarctic Studies), Dr. Anusuya Willis (Director of the Australian National Algae Culture Collection, CSIRO), and Grace Chung (Head of Google Research Australia).

Emotive's Creative Director, Paul Sharp, said: "Google's AI-driven giant kelp restoration collaboration is as big and complicated as those words together sound. It's a super-important and very involved project that we needed to simplify in order to share with broader non-science audiences, and Sam's (Cotton) popular bitesize takes on wildlife create a perfect portal to get people intrigued."

The campaign rolled out nationally across YouTube, LinkedIn, TikTok, and IG from Tuesday 9th April.