In mid-2012, communikate et al worked in close partnership with South Australian Marine Parks Management Alliance in its efforts to garner community support for the fight against the proposed marine park sanctuary zones. The issue came to head when legislation submitted to State Government reached the final draft zoning in August 2012 and an eight-week public consultation period was held.
communikate et al was engaged to develop and implement a community campaign during the period of public consultation with the key public relations objective to educate the wider SA public on the negative impact that marine parks sanctuary zones will have on the commercial fishing industry and South Australian communities.
A multi-pronged campaign was devised to target the community and State Government decision makers including to develop a campaign name and branding, engage in stakeholder communications, develop campaign collateral, raise awareness through social media, and undertake publicity and media relations.
From August to October 46 stories appeared in print, radio, television and online media, all of which contributed to the overall objective of Sounds Fish campaign – to highlight the real cost of marine parks to our communities. The coverage contributed to the Alliance achieving significant awareness on the negative impact of marine parks in both metropolitan and regional areas, with the readership, listenership and viewership of the Sounds Fishy media coverage totaling more than two million people.
Most importantly, the campaign successfully garnered the support of the South Australian community and achieved 1,676 individual signatures through an online petition to show the government that South Australia was not behind the proposed zoning.