A fundraising campaign by Australian-owned Scotch Whisky brand Pure Scot is off to a flying start, recording more than $10,000 in donations in the initiative’s first week. 

The $100k for 100 Reefs campaign is raising money to support the research and conservation of the Great Barrier Reef and aims to raise $100,000 for conservation organisation Citizens of the Great Barrier Reef and its groundbreaking Great Reef Census project.

The project mobilised citizen scientists to survey as much of the reef as possible in late 2020. The census is designed to fill critical gaps in knowledge of the more than 3,000 individual reefs that make up the Great Barrier Reef. In 2021, Pure Scot aims to support the project to map a further 100 reefs as a part of its ongoing commitment to championing environmental initiatives close to home.

As part of the fundraising campaign, Australians in QLD, NSW and WA will be able to donate their 10 cent return on any eligible container directly to Citizens of the Great Barrier Reef, which Pure Scot will match by donating 10 cents from every one of its canned cocktails sold around the world until June.

CEO of Citizens of the Great Barrier Reef, Andy Ridley said: “Through projects like the Great Reef Census, we’re building a 21st century conservation organisation that harnesses the power of passionate, everyday citizens who want to help. Supporting this Pure Scot fundraiser is an easy way for everyone to take action, and we’re going to need everyone to get involved as we tackle the huge challenges facing our oceans.”

Pure Scot Environmental Ambassador, Dave “Rasta” Rastovich, saw the firsthand impact of global warming and rising sea temperatures on a recent dive with the team from Citizens of the Great Barrier Reef and found out the importance of the organisation’s projects.

“An organisation like Citizens of the Great Barrier Reef continues to lead the way in working to help this unique and irreplaceable bionetwork survive and thrive; not only by taking an intricate look at the health and state of the Reef but also by providing an access point for every Australian to participate in a community-lead effort to better know and protect it,” Rastovich said.

The $100k for 100 Reefs fundraising campaign ends at midnight on June 30. For Australian states without participating recycling schemes in place, people can head to the Citizens of the Great Barrier Reef‘s kick starter campaign to donate directly to the $100k for 100 Reefs initiative or to learn more.

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