|Title||THRIVE BY FIVE|
|Brand||THE MINDEROO FOUNDATION|
|Product / Service||THRIVE BY FIVE INITIATIVE|
|Category||B01. Brand-led Education & Awareness|
|Entrant||M&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|
|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|
|Corey Esse||FINCH||Executive Producer|
|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|
To make the world care about the importance of early childhood development we dramatised our message in a way that couldn’t be ignored. In a live TED Talk we let a 7-year-old convince a global audience just how important the first five years of a child’s life really are. Without a teleprompter, Molly Wright explained the complexities of neuroscience with ease and confidence, becoming the proof to her own message.
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 to present the neuroscience in a way that everyone, everywhere would understand.
We used the proof to highlight the solution in the world’s first TED Talk about neuroscience given by a 7-year-old.
To solve a 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 policymakers and orchestrated a live demonstration of the impact it could have if that goal was reached. We put the proof of the research on a live stage and let her convince the world that the first five years of a child’s life is everyone’s responsibility.
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.
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.