The Tram Project
THE PROJECT
BirdLife Australia is the nation's largest bird conservation organisation, dedicated to protecting native bird species and their habitats through science, advocacy, and community engagement. With a strong focus on citizen science, BirdLife Australia works to connect people of all ages with the natural world to inspire a love of birds and foster conservation action.
To promote the Aussie Backyard Bird Count, BirdLife Australia, in partnership with Yarra Trams, launched a high-visibility public activation: a Melbourne tram wrapped in a bold, vibrant design featuring some of Australia’s most iconic birds. The tram travelled the city, sparking public interest and inviting people of all ages and backgrounds to take part in the bird count.
THE CHALLENGE
BirdLife Australia wanted to create a moment of visibility and connection in Melbourne to increase urban engagement with the Aussie Backyard Bird Count. A project of this nature involves strong project management – spanning coordination of artwork design, approvals, scheduling, and stakeholder engagement – to ensure that everything comes together smoothly and on time.
THE SOLUTION
We were engaged to lead this project, working closely with BirdLife Australia, Yarra Trams, creative partners, and other key stakeholders to deliver a result that was not only beautiful and on-brand, but inspired people to act. We coordinated timelines, facilitated approvals, ensured creative alignment, and managed communication and timelines. The result was a stunning mobile billboard that showcased Australia’s unique birdlife and brought the bird count campaign directly into the streets and daily lives of Melburnians.
THE RESULTS
The bright, bold design featuring some of Australia’s incredible bird life including peregrine falcons, black cockatoos and tawny frogmouths. It captivated the public and brought focus to the Aussie Backyard Bird Count.
This exposure was amplified through traditional and social media channels. The project was delivered on time and with impact and demonstrating the power of creative public activations in citizen science campaigns.
