Bush Heritage: Protecting Country with the Largest Land Acquisition Campaign Ever

A Once-in-a-Lifetime Chance to Save Vital Landscapes

In late 2023, Bush Heritage faced a unique challenge: raising $7.2 million to purchase and protect 235,000 hectares of pristine land in South Australia's Painted Desert. This vast landscape, rich in biodiversity and cultural significance, needed to be safeguarded from potential threats—and they had to raise the funds during the crowded Christmas season, when everyone was asking for donations.

But Bush Heritage knew this was a once-in-a-lifetime opportunity—and so did its supporters. Working with ntegrity, we tapped into key insights about Australians' holiday giving, generosity at this time and their deep respect for First Nations cultures. Our creative approach was simple but powerful: "Give to Country this Christmas."

Crafting Campaigns with Nature at Heart

For the campaigns, we used a multi-channel strategy with a heavy focus on digital media, supported by telemarketing, direct mail, social media, and email campaigns. 

We developed highly targeted and tailored messages for different audiences, from broad, emotive calls to action to detailed proposals for major donors.

Capturing raw, unfiltered imagery: Recognising the importance of the land, we shot on-location, making the area's footage and stills the foundation of our campaign to showcase its beauty and ecological significance.

We also pushed into digital – social, Google Ads and Display – and embraced constant testing. We also developed optimised creative assets like videos, static images, and display ads. Importantly, we embedded digital testing into every aspect, using a testing matrix on Meta to experiment with different donation amounts, including high price point dollar handles.