Case Study

Northern NSW Councils
Love it or lose it

Love it or loose it

The Client

The collective councils in Northern New South Wales that the Richmond River Catchment encompasses, spearheaded by Ballina Shire Council required a provocative campaign that could be used by the councils to communicate the issues and challenges that the Richmond River has.

The Richmond River has seen huge habitat degradation and overfishing over the past decades, causing many native fish species to become extinct and the water quality to reduce due to an increase in pollution of the water.

The Challenge

The NSW Richmond River Catchment Councils engaged Ravel to develop an engaging campaign that would promote discussion within the local council residents and raise the profile of water use and the river within the region.

The main consideration for the concept was that the councils did not want to point the finger at any one group, polluter or industry as destroying or harming the river.

The councils wanted something that was quirky, funny and not-at-all corporate, they wanted to get people talking. But they were still local government so the ideas could not be pushed too far!

Ravel's Solution

Ravel developed a 2D animated and illustrated concept for the campaign. Three animated videos were developed, each one touched on a specific issue the councils had identified as being a problem within the Richmond River catchment. Shorter versions of the videos were developed for TV and the longer videos were played in their full duration in local cinemas throughout the council regions. The shorter videos were also put out through the local council’s social media channels.

A suite of illustrations was developed of the characters and Ravel designed supporting collateral including booklets and a landing page for the councils to use.


  • Ballina Shire Council noted that the campaign’s performance received much positive feedback from the Richmond River Council members and residents.
  • The campaign won a RH Dougherty Local Government NSW ‘Excellence in Communication’ Award.
  • The campaign has also received a ‘Highly Commended’ in the Local Government ‘Excellence in Environment’ Awards in the Communication, Education and Empowerment Division.
  • The campaign also received an award at the Brisbane Advertising and Design Awards.

Client Feedback

After a very competitive market response Ballina Shire Council engaged Ravel to produce three environmental education animated videos on three different topics. Due to our great working relationship and quality of work the project expanded and Ravel delivered three, three-minute videos, three 30 second TVCs/cinema adverts, a landing page, and a series of factsheets. From the start the team at Ravel impressed Council with their targeted project submission that nailed the project brief. It has been a pleasure working with the Ravel team and they will certainly be the first agency we call when looking to do similar work in the future.”

Kristy Bell – Environmental Health Officer – Ballina Shire Council