Supermassive and Tourism Tropical North Queensland (TTNQ) have initiated the Lifetime of Greatness Project, aiming to have the Great Barrier Reef recognised as the first non-human recipient of a Lifetime Achievement Award from the United Nations Environment Programme’s (UNEP) Champions of the Earth Awards.

The campaign was launched on World Earth Day and is a collaborative effort involving marine scientists, Traditional Owners, tourism operators, schools, councils, and advocates of the Great Barrier Reef.

The initiative is supported by a range of partners, including the Great Barrier Reef Marine Park Authority’s Reef Guardian Councils, Great Barrier Reef Foundation, Tourism and Events Queensland, Tourism Australia, Qantas, and Intrepid.

The campaign’s strategy includes a virtual broadcast media tour in the US, a 30-second TV commercial via National Geographic and Disney, and a media partnership with Conde Nast Traveller. In the UK, the campaign features a 21-metre immersive walk-through tunnel and a media partnership with The Guardian.

In Europe, the campaign involves partnerships with digital media platforms in Germany and Italy. In China and Japan, the strategy includes paid digital media, social media activity, and influencer partnerships. In the Australia and New Zealand (ANZ) region, the campaign incorporates public relations, social media, influencer activity, and media placements with The Daily Aus, Australian Traveller, and Stuff NZ. A digital out-of-home (OOH) billboard is positioned at the UNEP Headquarters in Nairobi.

The campaign, which runs until the end of June, encourages audiences to sign their support through a dedicated website.

Jon Austin, Co-Founder and Chief Creative Officer of Supermassive, said: “Environmental leaders like Sir David Attenborough inspire us to learn more and do more for our planet. We needed people to learn more and do more for the Great Barrier Reef, and so we set out to celebrate it in a whole new way: as a living champion of the environment; an individual whose ecological and cultural significance, and contribution to global marine science benefits us all. What better way of landing the point than by submitting it for the highest environmental honour possible? When we read the criteria for the UNEP’s Lifetime Achievement Award, which recognises ‘individuals who have made a lasting and significant contribution to protecting the planet over a lifetime’, and heard stories from scientists, Traditional Owners and communities about how the Great Barrier Reef – the world’s largest living entity – has protected our planet and its inhabitants for thousands of years, we knew we had a nominee that wasn’t just surprisingly eligible, but incredibly worthy.”

Lani Cooper, General Manager – Marketing at Tourism Tropical North Queensland, said: “This campaign is as ambitious as the ecosystem it represents. The Great Barrier Reef is a catalyst for environmental initiatives and this bold nomination repositions it not just as a natural wonder but as a global leader in its own right. Working with Supermassive, we’ve created an integrated campaign that blends purpose with creativity to drive global awareness. From immersive experiences and strategic partnerships to social and digital storytelling, our aim is to galvanise a worldwide audience around a simple, powerful idea to give the Reef the recognition it deserves.”