Elmwood Melbourne and Homeward Bound Projects launches voyage to Antarctica to promote the role of women in climate change

Elmwood Melbourne has created the brand launch of Homeward Bound, a groundbreaking leadership, strategic and science initiative for women, set against the backdrop of Antarctica.

The initiative aims to heighten the influence and impact of women with a science background in order to influence policy and decision making as it shapes our planet. Homeward Bound has gathered the first 76 of a targeted 1,000 women from around the world, all with critical science backgrounds, to undertake a year-long state-of-the-art program to develop their leadership and strategic capabilities, using science to build conviction around the importance of their voices. The inaugural program culminates in the largest-ever female expedition to Antarctica, in December 2016, with a focus on the leadership of women and the state of the world.

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Says Antony Simmons, creative director, Elmwood: “Fabian and her team started off with a big mission which was deeply rooted in not only the idea of nature but our own human nature and that of women in particular. The creative challenge was to find a way to bring all of this together through an idea that highlighted the role women can play in climate change but not exclude men or push them aside – the solution “Mother Nature Needs Her Daughters” achieved this with a deeply emotional story attached to it. The ongoing campaign elements will all build on this idea and we’ve been delighted with the way Homeward Bound have taken it and run with it.”

The voyage finishes on 21 December with applications for the next program, departing in 2018, opening on 17 January 2017. There are already hundreds of women wait-listed for the second program. The current journey is now live and can be followed at homewardboundprojects.com.au.

Agency: Elmwood Melbourne

Music: Andrea Marie