The Lifetime of Greatness Project seeks world-first honour for Great Barrier Reef in global campaign

Tourism Tropical North Queensland and independent creative studio Supermassive have launched a bold global campaign calling for the Great Barrier Reef to be recognised with the United Nations’ highest environmental honour: the UNEP Champions of the Earth Lifetime Achievement Award.

Launched on World Earth Day, the Lifetime of Greatness Project aims to make the Great Barrier Reef the first non-human recipient of the award, which has traditionally recognised individuals who have made lasting contributions to environmental protection. The campaign reframes the Reef as a living entity whose cultural, ecological and scientific impact spans millennia, generations and species.

The initiative is backed by marine scientists, Traditional Owners, tourism operators and global partners including Tourism Australia, Qantas, the Great Barrier Reef Foundation and the Great Barrier Reef Marine Park Authority’s Reef Guardian Councils. It calls on global citizens to support the nomination and learn more about protecting one of Earth’s most significant ecosystems.

Supermassive co-founder and chief creative officer Jon Austin said the idea was sparked by the need to reframe how the Reef is seen and valued.

“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.”

Tourism Tropical North Queensland general manager of marketing, Lani Cooper, said the campaign is designed to spark global awareness and drive action through creativity and storytelling.

“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,” she said. “We’ve created an integrated campaign that blends purpose with imagination to galvanise a worldwide audience behind a simple, powerful idea.”

The campaign spans 11 international markets and features earned media, influencer engagement, immersive activations, and partnerships with leading publications and broadcasters. In the United States, it has already generated more than 600 million impressions through live-to-air interviews, a national TVC via National Geographic and Disney, and a targeted podcast and radio tour. In the UK, a 21-metre immersive tunnel experience in central London is reaching up to 1.4 million viewers per week, supported by media partnerships with The Guardian and BBC radio coverage.

Digital and earned activity is also running across Europe, China, Japan, and Australia, with local efforts supported by Tourism and Events Queensland, Stuff NZ, Australian Traveller and The Daily Aus. A large digital billboard has also been installed at UNEP’s Nairobi headquarters to capture the attention of decision-makers directly.

Audiences are encouraged to visit alifetimeofgreatness.com to learn more and sign their support.

The campaign will run globally until the end of June.