Silver Lining Agency | B Corp
Collingwood
ABOUT
Australian endangered species, flora and fauna need our help. More species have become endangered in the last two years than in the previous decade.
These animals have purpose.
Execution
Conservation Volunteers Australia (CVA) was the new environmental partner for JCDecaux Heart, meaning CVA has access to several key JCDecaux Street Furniture and Large Format sites throughout the year.
To stimulate pride and empathy for these creatures, the campaign features endangered Superheroes of nature.
Whilst each animal has its own unique role in supporting the ecosystem, from eliminating pests to assisting in seed dispersal and plant regeneration, they also share the same threat of extinction from lack of food, bushfires and other effects of climate change.
The headlines allude to the creature's special Superhero power on how they benefit nature and biodiversity.
Part of the JCDecaux buy included airports, which were destined to feature the sugar glider execution - 'Frequent Flyer'.
There was also a plan to approach the children's card trading game 'Top Trumps' to create an endangered animals edition, with profits donated to CVA.
Note: this campaign was pulled at the last minute, as Conservation Volunteers Australia was pulled from the Heart programme after a year to make way for other sustainable charities.
Note: Silver Lining created the initial campaign last year entitled 'Give Me Life', of which the case study is featured on our profile.
MADEIT CREDITS
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Conservation Volunteers AustraliaClient
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Silver Lining AgencyFounder -
Silver Lining Agency | B Corp
Annual 2025 ShortlistSuperheroes of natureThe Cutting Room Floor
CLIENT REVIEW
Ellie Corley Strategic Partnerships Director | Conservation Volunteers Australia. "From the get-go, working with Silver Lining was a breeze. Conservation Volunteers Australia is a not-for-profit focused on nature engagement and using the power of people to tackle Australia's largest environmental challenges. In a nutshell, CVA helps connect people with important conservation needs to make real and lasting changes at scale, dedicated to helping people act for nature all over Australia. From ocean litter collection to bushfire recovery, citizen science activities, to building backyard Nature Blocks™ - helping people restore our native habitat in the built environment and support the threatened species that now live alongside us in cities. As these issues are so pressing and urgent, we often forget that everyday Australians don't often see the world as we do. This is where Silver Lining added real insights regarding how to appeal and reach our objectives – a creative campaign that could help fund our work and ensure we can continue for the next 40 years and fulfil our mission - a million more actions for nature by 2030."
Client: Strategic Partnerships Director at Conservation Volunteers Australia
23 May 2025