Fotomedia were engaged by Ballina Shire Council, on behalf of the councils of the Richmond River Catchment area in Northern NSW, to create a campaign that promoted discussion around keeping the waterways of the Richmond River catchment clean.


The brief was to create something engaging, quirky, fun and non-corporate, which raised more questions than it answered, in order to get people talking about the issues that affect the river, and encourage them to visit the website to find out more. They also wanted something that people would want to watch more than once, and see something new each time.


The client also wanted the idea to be able to be translated across the campaign into printed collateral, social media, a landing page, 30 second TVC / Cinema ad versions, but with the centre piece being three longer videos, each one about a different topic.




The team developed and pitched three concepts to the client that we felt best tackled the brief. The concept chosen was Love It Or Lose It, a journey through some of the bad behaviours that contribute to the pollution of the Richmond & Wilson Rivers and then revisiting the scenes to show better practices that would reduce the pollution of the rivers.


Concept artwork was developed along will storyboards for each video. The challenge for the team was to include as much of the content and information supplied by the client and introduce it in an engaging and fun way. The client wanted the team to push the humour as far as possible without going too far, as it was a project for the local council.


Fotomedia delivered 3 x 3 minute videos, 3 x 30 second TVCs / Cinema Adverts, a landing page ( and a series of Fact Sheets. The campaign will run during 2018 throughout the Northern NSW region on TV, in Cinemas and on Social Media.


The three longer videos can be viewed below:

Ballina Shire Council

Love It Or Lose It – Rural Runoff

Love It Or Lose It – Urban Stormwater

Love It Or Lose It – Recycled Water