WILDERNESS SOCIETY
–
CROWDFUNDING CHANGE
THE PROBLEM
Tasmania's Giant Freshwater Lobster is endangered. While critical habitat was being earmarked for expanded native forest logging, the Recovery Plan for the beastie was gathering dust on then environment minister, Josh Frydenberg's desk.
With no imperative for the recovery plan to be signed, we had to raise awareness and give Josh a kick up the arse.
CROWDFUNDER VIDEO
THE SOLUTION
Expose local folklore that tells of Giant Lobsters opening thirsty bushmen's beers with their powerful pincers.
Surely beer drinkers would help a crustacean that helpful?
To find out, we launched a crowdfunder to produce
Giant Lobster Ale. All proceeds to go to protect the lobster
and supporters are able to contact Frydenberg and urge
him to sign the recovery plan.
The crowdfunder was wildly successful. We teamed up with Moo Brew (MONA's brewing arm) to brew an Alt Ale, developed for the campaign.
The campaign to sell the beer then drove further awareness and pressure to enact meaningful protection for the lobster.
( For a brief moment, Giant Lobster Ale was rather yellow )
LAUNCH VIDEO
OUTCOMES
---- The beer sold out in under a week, moving 6,000 litres. ----
Impressive even by mass-marketed beer standards
---- Awareness for the plight of the lobster and the campaign ----
was significantly increased
---- The campaign paid for itself and returned funds back to ----
the Giant Lobster campaign
---- Oh, and Josh Frydenberg signed the Recovery Plan at ----
the crowdfunder stage. He even chose to post about it.
Allowing pressure to move to the Tasmanian government
to legislate the protection required by the plan.
