Children, Riot Polices and a Message for Change

This spot was sent to me by one of Copywriting grads from zig Toronto Neil Blewett.

Created by Toronto's zig advertising, the campaign for Canada's "Moms Against Climate Change" just released a provocative video that makes a boldly emotional appeal for action on global warming.
Set in an urban and act as "any city", the minute and half video titled “Demonstration” features a protest march comprised entirely of children.

Typical scenario, riot police block the street, tap their shields and clubs ominously, and hold back barking dogs, and eventually they begin to defend... what isn't clear. The spot shows the police chasing one boy up a chain link fence while another falls in the street. Pure emotion.

The violence is presumed, not shown explicitly, but the implication is that we’re all engaged in violence against children by failing to head off the climate changes whose biggest impacts will unfold later this century.

The spot ends with the message, “If our children knew the facts we do, they’d take action. Shouldn’t you?”

Moms Against Climate Change also launched a new website that encourages Canadian mothers to post photos of their children beneath a message to Canadian Prime Minister: “Stephen Harper: Remember who you’re representing in Copenhagen.” The children’s first name and hometown accompany the picture.

Given the reservations many parents have about posting private information about their children on the internet, it’s a strategy likely to cause controversy. There is a note about privacy protection in the “Upload” section.

The campaign is a joint effort of two Canadian environmental groups, Environmental Defence and ForestEthics.

Credits:
Agecny: zig Toronto
Creative Team: Lorraine Toa and Briony Wilson