The campaign “Earth is no toy” is aimed at G20 leaders, inviting them to take necessary steps towards addressing the climate crisis and protecting the planet. The campaign features child versions of G20 leaders holding the Earth like a ball with the tagline “Earth is no toy”.
The campaign is a call to action for leaders to recognize the gravity of the situation and become the role models needed to address the climate crisis. The recent IPCC report has emphasized the urgency of the situation, and even the UN Secretary-General has called out world leaders for their inaction. Climate change has already had devastating impacts, including unprecedented weather phenomena, rising temperatures, increased droughts, torrential rains, rising sea levels, and ocean acidification, which is endangering marine life and vital ecosystems.
The “Earth is no toy” campaign, produced by creative agency FRED & FARID Los Angeles, invites all individuals to join in this call to action and share the message widely. The agency hopes that the campaign’s reference to a famous globe scene will resonate with the leaders. The characters of the campaign were designed with AI support, and the campaign received generous support from Wild Posting and You Me Him and Her.
This campaign is the eighth collaboration between FRED & FARID Los Angeles and Fridays for Future, with their previous campaigns highlighting the local impact of climate change, illustrating Greta Thunberg’s metaphor of a house on fire, and awakening the public about the climate crisis’s denial. FRED & FARID invests 25% of its time in supporting pro bono organizations moving society forward.
The campaign’s goal is to urge world leaders to take significant action towards mitigating climate change and achieving sustainable development goals. The campaign’s creative and innovative approach seeks to remind leaders of their childhood and encourage them to work towards a sustainable future for all. With the severity of the climate crisis increasing, it is essential to take action now to ensure a livable, equitable future for everyone.
