E: monique@upandup.com.au | P: 0403 126 387





Social Campaign and Brand development.
‘Love Your Forests’ is an unique campaign – asking business, NGOs and everyday people to come together to ensure our forests survive.

We collaborated with WWF to develop their first consumer facing campaign to promote greater awareness of the FSC eco-lable.

Launched at the Melbourne Museum in March 2011.

‘Love Your Forests’ is a WWF campaign in association with the FSC. It is unique in asking businesses and consumers to come together to ensure our forests survive.

To celebrate the UN International Year of Forests, WWF wanted to create a campaign to further support its GFTN (Global Forest & Trade Network) participants, in recognition of their leadership on sustainable, environmental best practice; and to increase awareness of the FSC logo as an eco-label.

The ‘Love Your Forests’ slogan was a natural fit to inspire a positive and proactive response. The campaign is intended to stand on its own as a catchment brand to educate, engage and empower general consumers on the reality of our forests.

As the Campaign required a co-branding solution weneeded to ensure the integrity and value of the WWF brand as a credible environmental advisor, whilst meeting the FSC style guide requirements.

The call to action, helps consumers easily engage the issues based on any or no knowledge of forestry best practice.

You will see the Campaign roll-out in Supermarkets on selected consumer products, the WWF website and online through partner websites .

Launched in Sydney and in Melbourne at the Melbourne Museum in March 2011.





Social Marketing Campaign and Identity development.

UP&UP collaborated with VicHealth teams to develop and produce and launch the ISSE initiative. UP&UP renamed the (ISSSE) project to ‘Everyone Wins!’.

The new name was adopted being more meaningful to the target audience (clubs) and encapsulated the outcome of the project objectives and tapped into the competitive sporting culture, redefining ’winning’ as inclusive club behaviour.

What we delivered: 

  • Strategic Communications advisory ( incorporating cultural change advisory)
  • Campaign creative pitch
  • Brand management, naming, campaign messaging
  • Campaign positioning and creative pitch
  • Tool kit creative development and design
  • Copy and visual information hierarchy development
  • Account and design management, implementation and production management.

UP&UP team that worked on the project 

  • Creative Strategist/ Creative Director – Monique McNamara
  • Graphic Designer – Vanessa Olivia

The ISSSE project is a new project led by VicHealth, with support by ‘Play by the rules’ and the Office of Women’s Policy, Department of Planning and Community Development.

ISSE is a partnership project led by VicHealth with 15 organisations sharing their expertise to create the best proactive tool kit.

The ISSSE awareness tools and resources will act as a ‘best practice toolkit’ for clubs state-wide, with the aim of making the resource available for clubs Australia wide after the trial outcome.

The toolkit resource will be initially trailed in the Barwon catchment in 100 clubs as part of VicHealth’s Healthy Sporting Environments regional trial project; with 6-8 clubs as a pilot sample.

Launched by the Victorian Minister for women’s health in March 2011, The tools are available as downloadable PDF files and word documents from the Vic Health website.

UP&UP Creative worked with the Vic Health team to rename the initiative to ‘ Everyone Wins! – ‘welcome, involve and value everyone in sport’.

Toolkit design solution: 

A hard cover binder folder was produced with a 20 page introductory booklet and 35 tools ( 50 pages in total ) and 5 divider tabs.

The toolkit identifies five actions that sporting clubs can take to build safe and welcoming environments for women and girls:

  1. Engage change champions
  2. Set clear expectations about behaviour
  3. Provide accessible facilities
  4. Encourage everyone to participate
  5. Ensure ongoing commitment to these actions

The tool encompassed four symbolic club posters acknowledging and encouraging indigenous, woman and community club involvement.

Everyone Wins: Toolkit for inclusiveness launched 

Minister for Community Services has launched a new toolkit Everyone Wins, a practical and user friendly toolkit to support grassroots sporting clubs develop safe and inclusive environments to involve women in sport.

The event, hosted by Samantha Lane at the MCG, featured a number of prominent women including Matildas captain Melissa Barbieri, University of Melbourne Professor Jenny Morgan and Women’s Domestic Violence Crisis Service communications co-ordinator Jane Ashton.

“Sporting clubs play a major role in communities and provide opportunities for everyone to become involved, active and develop new friendships and connections,” Ms Wooldridge said.

“This toolkit will assist clubs boost women’s and girls’ participation in sport by providing practical and cost effective ways to make sporting clubs more inclusive and safe.

“UP&UP provided us with strategic communications advice and design for a project to increase inclusion in community sports clubs. Their passion for understanding our work and our vision enabled them to add value to a complex project. They were also very flexible and adaptive to ever-changing requirements and timelines. Collaborating with Monique and the UP&UP team was an engaging and rewarding experience, which I’d highly recommend to other organisations.”

Cassie Nicholls, Project Officer, Participation and Equity for Health, VicHealth

Visit: www.vichealth.vic.gov.au

Sustainable Living Foundation









Project: Fundraising campaign and brochure design

Packaging up the work of the Sustainable Living Foundation’s last 11 years was no small feat.
Ensuring existing and future donors understood the organisations value to the sustainability movement was crucial while clearly pitching the SLF’s agenda for future action was critical. The final outcome was true to the SLF’s fun nature and community spirit while tackling our worlds biggest challenges.

UP&UP Provided:

  • Communications consultancy
  • Concept development
  • Content architecture
  • Creative design
The campaign was delivered via social media, direct to members and online.

Visit: www.slf.org.au