THRIVE BY FIVE

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

Write a short summary of what happens in the radio or audio execution or campaign.

In the world’s first TED Talk podcast about neuroscience given by a 7-year-old, Molly Wright proves what play-based learning in the first five years can produce. Molly presents facts, experiments, and a heartfelt plea in a language anyone, anywhere would understand.

Script & Translation. Provide a full English script and translation of any audio.

Molly: What if I was to tell you that a game of Peek-a-boo can change the world? Sounds impossible, right? Well, I’m here today to prove it’s not. Hi! I’m Molly and I’m seven. And this is my little friend Ari. Say hi Ari. Oh and this is my neighbour Amajot. He has to take Ari away now to get ready for our experiment. But don’t worry. They’ll be back. My talk today is about some powerful things you grown ups can do that shape us as children, and the adults we become. How do I know?? Because my parents and people around me did them… early and often. I know not all kids have been as lucky. Some of my friends, some kids at my school, and many around the world… would really like to help change that. Thanks to scientists, we now know just how important the first five years are for our health and development – especially our brains. Ari started learning long before he was even born, from inside his mummy’s tummy. When Ari was born he was tiny and he cried ALL the time. He was always hungry and he pooped a lot. Now he laughs and giggles and makes funny noises. But these are just the changes we hear and see… There’s way more going on inside. So, let’s talk more about our brain. The red bag is the rough size and weight of a healthy baby’s brain at birth. The blue one is a baby’s brain after the first year… Do you see? It almost doubles in volume And by my age, it’s almost 90% the size of an adult brain! Our brains develop faster in our early years than at any other time in our lives. It can create up to one million neural connections every second… But we need your help… Our healthy development depends on these top five things: Connecting Talking Playing A healthy home Community Without all of this, our brains – and us – will never reach our full potential. So… what’s something you can do that really makes a difference? Scientists call it SERVE AND RETURN. That’s just a grown-up way of saying: Connect, Talk & Play with us. Now here’s the really big news… ready? Amarjot, Ari, you ready? Copycat games build Imagination and Empathy… Naming Games build Vocab and Attention… And games like Peek-a-Boo – yep, Peek-a-Boo – actually build Memory and Trust. Each time you talk to us, play with us, make us laugh… it not only builds & strengthens our relationships and mental health, it teaches us some of the most important life skills. The skills we learn early-on help us in BIG ways as we grow up… from making friends, to taking a test, to getting a job, to one day maybe even starting a family of our own. Interactions, early and often, matter. Take it from me… the five-year-old, up here, talking about brain science! OK. Now, to show you just how important these interactions are…let’s see what happens when the connection is taken away? Ok so everything all looks normal right, watch what happens when Amarjot stops…There! Almost straight away Ted’s saying: “What’s wrong? That was fun – why have you stopped?”. So now he’s trying to get his dad’s attention again. He’s reaching out like “Dad, I’m here!” You see, kids seek out meaningful connections. Not receiving them causes confusion and stress. OK Amarjot, please re-engage. Now what if a whole childhood was like that last 30 seconds? Imagine how hard it would be for a child to feel calm; to feel safe; to learn to trust anyone… and the lifelong impact that would have? That makes me feel sad. Ari only reacted the way he did, and recovered so quickly, because the connection between him and his Dad is usually so strong. The positive relationships with the grown-ups in our lives gives kids the confidence we need to try new things, to explore, and… be a kid. So please try and remember these three important things: The most special period for our development is: The first five years…starting from inside mummy’s tummy! What’s something really impactful you can do? Serve and return…and When? Early and Often Please give it up for Amarjot and Ari. Every moment together is an opportunity to connect, talk and play. Imagine the difference we could make if everyone, everywhere did this? To us, to children… it’s so much more than just a game. It's our future. Thank you. See, Peek-a-boo really can change the world!

Cultural / Context information for the jury

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.


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