UNICEF says climate change is changing childhood in latest campaign via Howatson+Company
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 and Howatson+Company have launched a powerful new film, showing how childhood has changed over the years, set to Radiohead’s ‘No Surprises’, which the band generously donated.
Says Libby Hodgson, deputy director at UNICEF Australia: “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.
“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.”
Says Scott Zuliani and Harriet Ronn, creative directors at Howatson+Company: “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.”
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.
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
23 Comments
Are they seriously hosting a UN climate change convention in Dubai? Whoever organised certainly has a wicked sense of irony.
Liking this a lot
That’s boring
What a snooze fest.
This is also an ad
I remember growing up with bushfires and floods.
Sorry
After this and the Guardian, we’d like a credit as well please.
As a parent, childhood radiohead fan, and guy who does not work at the agency that made this ad… this was good and made me feel things. I approve this message.
Its a great line….
But make it google slides
That song contributes nothing emotionally.Music has to play a role, and this stock imagery desperately needs its support.Shame because it’s a well intentioned message about an important subject.
You stole the words right from my mouth! This work is very important. Go away haters!
Ooooft, I loved this (also not a parent or someone who works at Howie or Finch).
Lovely idea and made simply but well. Landed for me.
Killing it, as always, love the edit and music.
Another shameless award entry.
like much of Howatson + Co’s recent work
Agree. Creating their own unpaid work for clients is not a surprise.
Powerful stuff as always!
Just wow!
Climate change is changing childhood. Grass grows better when you water it. What would you like us to do?
Go Lottie, pad the comments. Gogogo
whilst the execution falls a bit flat (à la stock imagery ppt) – i love everything else.