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Motivating Australians to donate a portion of their screen time to the reef.

The campaign reframed one of the internet’s most criticised behaviours, doomscrolling, into something positive for the planet.

Instead of trying to pull people away from their screens, the campaign encouraged Australians to put a few minutes of their daily screen time toward helping protect the Great Barrier Reef. At the centre of the campaign was the Great Reef Census, a citizen science platform powered by advanced AI image recognition technology that allowed people to analyse reef imagery and identify marine species directly from their phones.

Every image scanned helped scientists monitor reef health, track biodiversity and better protect one of the world’s most delicate ecosystems at scale. By combining people power with machine learning, the initiative transformed passive scrolling into active conservation.