|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 created content 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 policymakers a thought provoking lesson on the future of all children.
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.
The world’s first neuroscience TED Talk given by a 7-year-old. We put the proof of the neuroscience on a stage so she could convince the world that the first five years of a child’s life is crucial to every child and nation’s future. Molly Wright, now one of the youngest people ever to give a TED talk, was ideal because she had just experienced the benefits of connection herself, making her the most compelling vehicle through which we could make neuroscience understandable, accessible and attention grabbing. Her confidence, competence, and ability is because her parents played with her early and often. For 7 minutes Molly presented facts, experiments and scientifically proven ‘serve and return games’ any parent can action to connect with their child. The TED talk was supported by shorter edits, and films designed to equip parents with the tools they needed to improve how their child develops.
Our audience were parents, caregivers, and the general global population. Facebook and YouTube were our key channels; Facebook because this is where parents are most active, and we knew we could capture attention in-feed with teasers and edits optimised towards how parents consume content. Parents also watch YouTube because they are regularly searching and viewing parenting how to’s and advice, and if they have children already their often watching kids videos with them. To secure the impact we were seeking however, we needed to consider how we were going to most efficiently reach as many people as possible. To do this we looked at where we could secure the most reach for our media spend; Facebook, Instagram and YouTube offered the best ROI. We also wanted earned media, so we seeded the film through parent groups on Facebook, whilst influencers including Hugh Jackman shared the film with their followers.
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.