The initiative was created by Cummins&Partners NYC.
In light of the devestating bushfires across Australia, the team at Cummins&Partners NYC has felt the impact and been driven to help in any way they can.
As a business with Australian roots and more than 50% of Australian employees, the agency took action today to help its furry friends back home, all the way from NYC.
“Working at an Aussie-founded ad agency, has made Australia dear to my heart," New York native and creative member of the team Rachel Mitrani says.
"I've been fortunate enough to travel there on business and spend time with these iconic and beautiful animals. I absolutely adore them.”
At the crack of dawn on Friday, January 10, 2020, the agency scattered around NYC and positioned stuffed koala plush toys in prominent locations all over New York City.
Attached to the koalas was a QR code directing folks to the Koalas of NYC Gofundme page to spread awareness and raise money for WIRES (Wildlife Information Rescue and Education Service) - the largest wildlife rescue and rehabilitation charity in Australia.
“I was compelled to connect New Yorkers to what was happening on the other side of the world," Mitrani says.
"With the demands of life these days, it's often difficult to really understand the impact of the bushfires unless you've experienced Australia for yourself."
Since launching, it has already generated awareness across all continents through millions of impressions, snaps, and tags (@koalasofnyc) raising thousands of dollars, not to mention, the hundreds of heartfelt messages and encouragement flowing in from followers and passersby on the streets.
"I've loved seeing the reactions to our koalas. This activation reminds people of the kindness and humanity that still exists in the world," Mitrani says.
"How a team, a city, a world can come together in times of crisis and shed a little light. The juxtaposition of some of the world's most unique wildlife amongst a concrete jungle like New York City is what is so moving about this."
In a world of fragmentation and environmental concern, this is a movement that unites, holding so much relevance and longevity. Significant global interest has already proven that.
All photos and videos continue to be posted on the official Koalas of NYC Instagram page @koalasofnyc .