THRIVE BY FIVE

Bronze Spike

Case Film

Presentation Image

TitleTHRIVE BY FIVE
BrandTHE MINDEROO FOUNDATION
Product / ServiceTHRIVE BY FIVE INITIATIVE
CategoryA02. Healthcare
EntrantM&C SAATCHI Sydney, AUSTRALIA
Idea Creation M&C SAATCHI Sydney, AUSTRALIA
Idea Creation 2 THE MINDEROO FOUNDATION Perth, AUSTRALIA
Media Placement BOHEMIA GROUP Sydney, AUSTRALIA
PR THE MINDEROO FOUNDATION Perth, AUSTRALIA
Production FINCH Sydney, AUSTRALIA
Post Production FINCH Sydney, AUSTRALIA

Credits

Name Company Position
Cam Blackley M&C Saatchi Chief Creative Officer
Mandie van der Merwe M&C Saatchi Executive Creative Director
Avish Gordhan M&C Saatchi Executive Creative Director
Tom Bradbeer M&C Saatchi Senior Copywriter
Laura Brown M&C Saatchi Senior Art Director
Emma Parsons M&C Saatchi Head of Content
Cat Mellon M&C Saatchi Group Strategy Director
Andrew Perry M&C Saatchi Producer
Am Lall M&C Saatchi Group Account Director
Justin Graham M&C Saatchi Group CEO
Michael McEwan M&C Saatchi Managing Director
Brett Dawson Bohemia Group CEO
Aaron D'artona Bohemia Group Connection Design Director
Natasha Young Bohemia Group Business Director
Abbey Tarlinton Bohemia Group Media Manager
Jimmy Dau Bohemia Group National Partnership Director
Michael Gracey FINCH Director
Corey Esse FINCH Executive Producer
Claire Thompson FINCH Producer
Tim Tregoning FINCH DOP
Nicola Forrest The Minderoo Foundation Co-Chair and Co-Founder
Jay Weatherill The Minderoo Foundation Chief Executive Officer
David Ohana The Minderoo Foundation Communications Director
Angus Ingham The Minderoo Foundation Head of Brands and Campaigns
Melissa Teo The Minderoo Foundation Program Designer
Andrew Hagger The Minderoo Foundation Chief Executive Officer
Felicity Gooding The Minderoo Foundation Deputy Chief Executive Officer
Anthony Flannery The Minderoo Foundation Director of External Affairs
Madeline Arnold The Minderoo Foundation Social Media Manager
Alex Massey The Minderoo Foundation Communications Specialist
Shaun Devitt The Minderoo Foundation Head of Media
Andrew Hunter The Minderoo Foundation Director of Thrive by Five App
Jeremy Sinclair M&C Saatchi London Chariman
Bill Muirhead M&C Saatchi London Executive Director

Why is this work relevant for PR?

To make the world care about the importance of early childhood development, we shared our message in a way that couldn’t be ignored. In partnership with UNICEF we spread that message to over 190 markets and translated it into 22 languages, giving families, hospitals and policy makers a thought provoking lesson on the future of all children.

Background

Leading scientific research has proven how positive interactions in the first five years of a child’s life can have a remarkable impact on their entire future. Yet parents all around the world are finding this out too late, if ever. We needed a creative way to present the neuroscience so that everyone, everywhere would sit up and listen.

Describe the creative idea (20% of vote)

The world’s first TED Talk about neuroscience given by a 7-year-old.

Describe the PR strategy (30% of vote)

To solve this global issue, we needed to connect two diverse groups of people on an emotional level. To do this, we took a common goal of parents and policy makers and demonstrated the impact it could have if that goal was reached. We put the proof of the research on a stage and let her convince the world that the first five years of a child’s life is everyone’s responsibility.

Describe the PR execution (20% of vote)

7-year-old Molly Wright took to the TED stage and proved what play-based learning in the first five years can produce. For over 7 minutes, Molly presented facts, experiments, and a heartfelt plea in a language anyone, anywhere would understand.

List the results (30% of vote)

The film launched on the TED platform and in partnership with UNICEF it was spread to over 190 markets, translated into 22 languages, viewed over 23 million times and generated a global campaign reach of over 1.1 billion. It was watched by families, adopted by hospitals as far away as Afghanistan, and shown to policy makers. But the real impact will be felt in years to come as children are given everything they need to Thrive By Five.

Links

Video URL   |   Supporting Webpage