Science Moms
How do you get moderate moms to care about climate change?
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Connect with them about the one thing they all have in common: a crazy love for their kids.
So much of the climate conversation happens in scientific and political terms. But the issue boils down to a simple question: what kind of world are we leaving our children? So, we built a brand that could talk to moms about that.
“For Mia”
Meet Dr. Melissa Burt, an atmospheric scientist at Colorado State University and mother to Mia, a fearless, joyful, four year-old who inspires Dr. Burt to keep fighting for climate action. This film launched the Science Moms brand and connected with women on an emotional level—a stark contrast to how they had thought about climate change before.
“For Joan and Frieda”
Dr. Emily Fischer is an atmospheric chemist who flies planes through wildfire smoke to study their composition and help inform the public on their increasing danger. She’s also a mother to two daughters who adore being outside. Her concern for what the world will look like when they grow up motivates her to face the climate crisis every day.
A simple message: later is too late
We hear it all the time: “we must act now!” But for people who don’t have a good grasp of the science behind climate change, theses calls don’t resonate. So, we mapped the scientific milestones onto a timeline parents about more than anything: a child’s life.
Creatives: Jasmine Paylor, India Allen, Alex Sprouse
Director: Spencer Creigh
Editors: Zaldy Lopez