Essity, the company behind the Cushelle brand, has partnered with WWF, pledging £150,000 to support the recovery of koalas impacted by the 2020 Australian bushfires.The initiative aims to raise awareness of the devastating ongoing implications of the fires, one year on. Of the estimated 85,000 koalas left in Australia, the fires impacted more than 60,000 of the marsupials, leaving thousands homeless and the koala species now threatened with possible extinction in parts of Australia by 2050.To highlight the threat to the disappearing species and support the partnership, the toilet tissue brand is launching an integrated campaign. Developed in collaboration with Essity’s agency partners Publicis•Poke, Zenith, Blue Chip and Finn Communications, the campaign involves the removal of the brand’s Kenny the koala from 3,000,000 of its promotional packs.The concept for the campaign was devised by creative agency, Publicis Poke, who also developed a series of tongue-in cheek films that aim to show just how irreplaceable koalas are.CreditsCAMPAIGN TITLE: Cushelle Koala AcademyCLIENT: Essity CushelleADVERTISING AGENCY: Publicis•PokeCCO: Dave MonkEXECUTIVE CREATIVE DIRECTOR: Dave MonkCREATIVE DIRECTOR: Brian WilliamsCREATIVE TEAM: Rob Butcher and Chris TownsendPLANNER: Mike WatersBUSINESS LEAD: Roxanne CourtmanACCOUNT TEAM: Lizzy AdamsAGENCY PRODUCER: Colin HicksonMEDIA: Zenith UKMEDIA PLANNING: Alice HadleyMEDIA STRATEGY: James MarlowePRODUCTION COMPANY: Sweetshop & MPCPR & SOCIAL AGENCY: Finn CommunicationsPR SOCIAL BUSINESS LEAD: Hannah CraigPR & SOCIAL LEAD: Sophie AtkinsonSHOPPER MARKETNG AGENCY: Blue ChipSHOPPER MARKETNG BUSINES LEAD: Jess HarperACCOUNT MANAGER: Abigail Fraser KellySENIOR RETAIL & SHOPPER PLANNER: Sam JamesDESIGNER: Mike Selby