Silver Spike

Case Film

Presentation Image

CategoryB01. Brand-led Education & Awareness
Idea Creation M&C SAATCHI Sydney, AUSTRALIA
Production FINCH Sydney, AUSTRALIA
Post Production FINCH Sydney, AUSTRALIA


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 Branded Content & Entertainment?

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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

Describe the outcome

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.


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