There have been hundreds of campaigns for the environment. Innocean Australia has found a way to cut through both the clutter and reinspire people to turn passive care into positive action.
Its campaign for The Australian Marine Conservation Society (AMCS) is a song. A very simple, very sad song, Voice of the Sea, by the king of ballads, John Williamson, that gets under your skin. The full campaign is ongoing platform and campaign to empower future generations to protect our oceans. The song has been created and released in time for schools across Australia to pick up and perform at their end of year concerts.
Williamson wrote and composed the unrequited love song to the ocean that touches on all the big issues from overfishing to global warming, and coral bleaching, through an evocative melody that turns apathy into action.
Photoplay/Playtime director, Dropbear, directed and animated the music video that gives the song its full power (Illustrations and character designs by Andrea Innocent). The film is aimed at school children to make learning about ocean conservation fun. Every frame, as its follows a sea turtle through the ocean, is an opportunity to learn.
A musician and conservationist, Williamson has sold more than 4 million albums in a career spanning 50 years. His hit True Blue has become an alternative national anthem while Rip Rip Woodchip became a soundtrack to logging protests.
AMCS is working with the Department of Education and has already partnered with more than 30 schools across Australia from Sydney to Darwin, to educate students on ocean conservation through the song, film and choreography. By asking more schools to perform Voice of the Sea at their end of year concerts, the campaign aims to use one generation to inspire another – parents.
Innocean and AMCS have also created a resource kit for teachers and educators, so they can discuss the film and educate their classes on all the issues raised in the song. The pack includes the animated film, lyrics, sheet music, an education fact sheet, certificates, the instrumental track and more. Schools can also apply for an AMCS marine biologist to visit their school for a one-on-one lesson.
John Williamson stated, “My affinity with the ocean is as strong as my connection to and love for the bush. When I sat down to write about our love for the oceans, I couldn’t help but think about all the problems we’ve caused our seas and their wildlife, even though we say we love them.
“Aussies love our oceans but how have we shown that love? By taking and not giving. So the song became an unrequited love song – where has it gone, your love for me?”
AMCS chief executive officer, Darren Kindleysides, added, “It’s more than a song, it’s a rallying cry. Our oceans and their wildlife face more threats today than ever before and we need all Australians to use their voices to speak out for them. The most significant conservation victories in history have resulted from people power – the combined voices of individuals for a common cause.
“The aim is to inspire the next generation of ocean protectors and through them their parents, teachers and communities, so that we can stand together and change the way we treat our oceans to take better care of them and their wildlife.”
Innocean executive creative director, Wez Hawes, commented, “In a world of bad news, we need to find new ways to engage Australians on environmental issues. Like Rip Rip Woodchip or Home Among the Gum Trees, we are injecting this song into Australian culture, working with schools to join our AMCS choir and sing the song at their end of year school concerts.
“The Voice of the Sea is an ongoing platform that can cover all aspects of ocean conservation, but most importantly, can start to be ingrained in the fabric of Australian culture for generations to come. Partnering with John Williamson to create the song, and then the Department of Education to roll it out in schools, has been a career highlight and dream project for Innocean to be involved in.”
Download an education pack or sign up a school here.
Credits:
Agency: Innocean Australia
ECD: Wesley Hawes
Creative Director: Effie Kacopieros
Copywriters: Charlotte Berry, Laura Parker
Design Lead: Michael Macgregor
Client Partner: Carolyn Cho
CSO: Gual Barwell
CEO: Jasmin Bedir
Head of Integrated Production: Esmé Fisher
Editor: Dave Anlezark
Junior Producer: Brittany Mirabitur
Strategist: Eliza Millett
Senior Account Director: Sarah Gardan
Account Manager: Alex Hopkins
Content Director: Martin Hong
Insights Director: Adrian James
Production Company: Photoplay / Playtime.
Directed & Animated by Dropbear
Illustrations & Character Designs by Andrea Innocent
Executive Producer: Oliver Lawrance
Client: AMCS
CEO: Darren Kindleysides
Communications Director: Imogen Scott
Digital Content Producer: Jessica Walker
Media Advisor: Alex Tibbitts
Choreographers: Edie, 8. Olive 5.
Special thanks to John Williamson, Warner Music, Glenmore Road Public School, Department of Education
