Fridays for Future kicked off its latest global campaign to coincide with Earth Day, April 22.
“Earth is No Toy,” by creative agency Fred & Farid Los Angeles, features child-like versions of G20 leaders, thanks to AI, urging them to address the climate crisis and protect our planet.
The campaign runs on Fridays for Future social media and website. The print work will also be displayed via wild postings in the U.S. for Earth Day. Wild Posting did the OOH work.
Fred & Farid Los Angeles told Agency Daily: “It's always good in life to remember who we were when we were children... and ask ourselves what we would do or decide if we were that child now."
The print campaign shows kids holding the planet like a ball, with the tagline “Earth is no toy.”
Fridays for Future is the global youth-led climate strike movement founded by eco-activist Greta Thunberg.
Katharina Maier, Fridays For Future US, added: “Humanity is at a crossroads. Now is when we decide how we want to go on as a civilization. Will we create a livable, just, equitable future for everyone? Or will we let present and future generations live with chaos and destruction? The planet’s life supporting systems are disintegrating, and our environment needs to be restore.”
Climate change has exacerbated extreme weather events, such as hurricanes, cyclones and heatwaves, putting millions of lives and livelihoods at risk.
Earth Day is an annual event on April 22 to demonstrate support for environmental protection. It was first held in 1970. The official theme for 2023 is Invest In Our Planet.