The new campaign positions the climate crisis as a children’s crisis, using home nostalgia to raise awareness and drive action.
According to UNICEF’s Children’s Climate Risk Index, a child born today will experience, on average, seven times as many heat waves, two times as many bushfires and nearly three times as many droughts, crop failures and river floods as their grandparents.
To highlight this issue and show how they will always be there to support children in need, UNICEF Australia has launched a powerful new film, showing how childhood has changed over the years, set to Radiohead’s ‘No Surprises’, which the band generously donated.
“Children and young people will carry the greatest burden of climate change in years to come, but are the least responsible. It poses an unprecedented threat to the health, nutrition, education, development, survival, and future potential of all children,” said Libby Hodgson, deputy director at UNICEF Australia.
“As a 100% donor-funded organisation, UNICEF Australia calls for support to ensure we can continue to always be there before, during and after climate emergencies and safeguard children’s futures through our child-centred climate advocacy work”.
“It’s been a privilege to work with UNICEF Australia to help protect something as important as childhood. It’s our hope this campaign will change the way Australians see climate change, making them aware of the impact it is having on children globally right now,” said Scott Zuliani and Harriet Ronn, creative directors at Howatson+Company.
The campaign launches ahead of COP28 – the 2023 United Nations Climate Change Conference – which commences Thursday, 30 November, in Dubai, where UNICEF Australia will be speaking and raising the voices of young people.
The campaign covers brand and donation-driving comms across OOH, BVOD, digital and social.
CREDITS
Client: UNICEF Australia
Deputy Director: Libby Hodgson
Head of Brand: Gemma Hill
Head of Individual Giving: Alana Cordukes & Nikola Sarbinowski
Content Manager: Maryanne Seabra
Marketing Specialist, Acquisition: Balajee Chellamuthiah Raju & Linda Carlson
Paid Media Manager: Jack Gailer
Media agency: Howatson+Company
Creative agency: Howatson+Company
Founder + CEO: Chris Howatson
Executive Creative Director: Gavin Chimes
Head of Production: Holly Alexander
Creative Directors: Harriet Ronn, Scott Zuliani
Senior Editor: King Yong
Associate Design Director: Reece Lawson
Planning Director: Georgia Pritchard
Managing Partner: Kristie Thistlethwaite
Business Director: Georgia Price
Chief Media Officer: Sasha Smith
Investment Director: Jamie Nelson
Digital Director: Bill Luu
Search Director: Anthony Damiano
Digital Manager: Rajat Sheth
Digital Manager: Jeffy Thomas
Digital Manager: Shannen Ciar
Production Company: Finch
Post Production: Heckler
Executive Producer: Will Alexander
Producer: Jess Walley
Colourist: Fergus Hally
Online Artists: Julian Ford + Maud Chapuis
IO/Edit Assist: Daniel Page + Liam McConville
Music Supervisor: Anton, Trailer Media
Sound Studio: Heckler Sound
Executive Producer: Bonnie Law
Music Editor: Johnny Green
Sound Designer: Dave Robertson
