The brief: 

Redevelop Trust for Nature’s regular giving program, using the ‘Habitat Forever’ sub-branding, converting existing IGs to RGs and acquiring a new base of donors. (38)

The concept: 

The promise to protect Victoria’s iconic landscapes and wildlife forever is powerful – and one that Trust for Nature is uniquely placed to deliver with the help of committed supporters. So why wait?

This energetic, inspiring concept asked supporters to take urgent, ongoing action to preserve Victoria’s state of natural wonder forever – starting now.

‘Forever starts now’ is an invitation to cross the start line, to make a meaningful commitment with an impact that ripples into the future – ensuring our state of natural wonder is protected, valued and thriving for generations to come. 

Using this as our central theme and ‘call to arms’ we created compelling messaging with consistent storytelling, and an information framework to acquire and retain new Habitat Forever Protectors. (105)