Abstract

An eco-mural arts trail campaign along the Great Barrier Reef will raise awareness on the top five critical issues the Great Barrier Reef Marine Park Authority defined in their 2019 outlook report. Through a literature review, the best practices for the message, art form and location were explored along with an analysis of social media hashtags to find recommendations for tagging artworks. The literature review showed that participatory artworks are the most effective form for engaging viewers, increasing emotional affinity with nature and sharing the murals on social media. The idea of placemaking was also found to be important in determining the locations for higher engagement. The analysis showed the integrated use of specific place, art, conservation, reef and tourism hashtags would increase awareness on social media. Signage, the inclusion of indigenous artists and funding were also considerations of the campaign. These recommendations were provided as a guide for best practices to make the #LoveTheReefArtTrail successful.