Avid Collective and Mindshare have teamed up to launch a new pro-bono campaign for environmental charity, Citizens of the Reef. The campaign supports the annual Great Reef Census, a citizen science project that surveys the Great Barrier Reef.

Avid and its publisher partners are providing free native content across digital assets for brands and platforms including Thrive Planet, Student Edge, Signature Luxury Travel & Style, and Cosmos Magazine.

This is the second pro-bono campaign by Avid Collective and Mindshare for Citizens of the Reef. The not-for-profit organisation is known for its large-scale conservation efforts to protect reefs globally, utilising a combination of people power, AI, and science. Last year's campaign reached more than 20 million people globally, with over 6,000 citizen scientists analysing nearly 165,000 reef images.

The Avid platform allows Citizens of the Reef and Mindshare to launch and manage the large-scale content campaign through a single platform. The campaign will run until 30 June 2024.

Luke Spano, Managing Director at Avid Collective, expressed his enthusiasm for the project: "Our work with Citizens of the Reef is our opportunity to give back and support a project that is delivering real benefits to one of the world’s most precious natural assets – our reefs. The Great Reef Census is an excellent example of scalable conservation (and content) in action. By taking part, people are engaging in a massive citizen science project that is providing critical data to scientists and marine park managers. It’s a way for people to feel engaged in reef conversation, enabling them to take direct action in real time. At Avid, the census campaign has become a much-loved part of our annual deliverables, for both our team and our clients, who are passionate about environmental conservation and using their skills to contribute to a greener future. We are proud to play a part in helping to conserve one of the world’s great natural wonders and thank our publisher partners for contributing to this important campaign."

Linda Tyson, Managing Partner at Mindshare, also expressed her delight at the partnership: "We’re thrilled to be partnering with Avid Collective on the Citizens of The Reef campaign for a second year running. Any time we’re able to work with our media partners on campaigns that align to our values and have impact for a great cause is a win-win. Last year’s campaign resulted in over 164,000 reef images being analysed by everyday citizens – smashing our goal of 15,000! This was only possible with the help of our amazing media partnerships."