Redefining the purpose and mission of the Parramatta River Catchment Group (PRCG)

The Parramatta River Catchment Group helps keep the Parramatta River clean.

What they needed was a new purpose and mission to engage their council members, mayors, councillors and communities.

We worked with them to redefine their mission to a Big Hairy Audacious Goal: make the Parramatta River swimmable again by 2025.

Through workshops and engagement, we workshopped the mission - then facilitated the creation of a pathway to progress.

What's included:

  • Communications Strategy
  • Stakeholder Engagement
  • Campaign Concept
  • Collateral
  • Community Outreach
  • PR Integration

Campaign Identity

Community Involvement

Next, we took the campaign to the community asking them to show popular support. Community and council support was then taken to the mayor and councillors of all stakeholder councils for endorsement.

One Mission For Everyone

As a result, PRCG now has a human-centred purpose and mission that aligns with the needs, identities and key messaging of the 12 member councils, Sydney Water and NSW LLS.

Dawn Fraser

Our Living River ambassador.

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