Researched revealed that while 93% of Australians love nature, only 34% know that Australia is in the midst of an extinction crisis. Some of that shockingly low awareness can be attributed to general apathy, but much is a result of desensitisation to previous campaigns that featured a procession of Australian wildlife. Australians had seen it all before and they weren’t listening.

So we searched for other culturally relevant ways to raise awareness. The Sydney Opera House is admired around the world and the source of great national pride. What if we could use it as a symbol to highlight our national shame? So together with the Australian Conservation Foundation, we converted the rate of nature destruction that occurs in Australia every year to a powerful, shocking amount every Australian could visualise - 28 Sydney Opera Houses per hour.