Case History Database

The Great Barrier Reef is a priceless treasure and a huge part of its value is in its untapped potential. But, the Reef is facing an imminent threat. 2023 was the warmest year on record, ever, and 50% of all coral has already died due to climate change. Something this valuable needed an insurance policy. Enter two scientists with a vision to create a living ‘coral ark’. Think Noah’s Ark but for coral, an initiative that needed money, like yesterday. This case used the Fogg Behaviour Model to offer critical structure to shaping creativity that simultaneously delivers motivation and ability to secure action - and it worked. This strategy helped a brand new, completely unknown initiative, The Forever Reef Project, raise $500,000 in donations with zero budget.