Innocean and the Australian Marine Conservation Society (AMCS) have launched the latest initiative for their Voice of the Sea campaign, to further engage a new generation of conservationists.
A new picture book, published by Penguin Books, is based on a song written by John Williamson for the AMCS.
Voice of the Sea, a finalist in the AdNews Small Budget Media Campaign of the Year, is a love song to the ocean, aimed at engaging the country’s most compelling voices of the future – children.
The children’s picture book is part of the latest initiative in Innocean’s Voice of the Sea campaign created for AMCS. It began at the end of 2022 with the launch of Williamson’s song, with the aim of creating a national anthem for the ocean and an educational platform for children.
The song won the inaugural industry ARIA award for the best use of music in a campaign and, in the latest initiative, the lyrics have now been made into a children's book launching nationwide.
The 'Voice of the Sea' book hyper-targets teachers through Penguin and AMCS’s extensive educator databases and is accompanied by engaging lesson plans, fun classroom activities and discussions designed to build a deeper affinity and love for our oceans among young children, and thereby their parents.
Carolyn Cho, client partner at Innocean, says the oceans are in a perilous state and conservation fatigue is an ongoing challenge making it difficult to recruit new conservationists.
"Yet, kids are the catalyst for change and our beacons of hope as they inspire parents and the wider community to engage," she says.
"The book launch builds on the foundations of our playful Voice of the Sea educational platform and will continue to bring the message of ocean conservation to schools and homes across the country.”
Williamson is also touring the country in February and March and will visit bookstores during that time.
He says he was approached to help with a song to send a message encouraging Australians to think about reversing the damage to our ocean life.
"I responded immediately and, as I was working on a love song at the time, I could see how it would fit in with the context of ‘loving the sea’," says Williamson.
"Aussies love our oceans but how have we shown that love? I am deeply concerned with the survival of all nature’s species and very proud to be involved.”
AMCS communications director, Imogen Scott, says the purpose of AMCS educational activities such as this is twofold.
"Firstly it’s to share the wonder of our oceans and all the incredible wildlife within them, and secondly it’s to inspire the next generation of marine conservation superheroes," she says.
The book is available for purchase now at book stores around the country – https://www.penguin.com.au/books/voice-of-the-sea-9781761344237
Credits:
Innocean Australia
CEO: Jasmin Bedir
ECD: Wez Hawes
Creative Director: Effie Kacopieros
Copywriter: Charlotte Berry
Copywriter: Laura Parker
Design Lead: Michael Macgregor
Client Partner: Carolyn Cho
Planner: Eliza Millet
Australian Marine Conservation Society
Communications Director: Imogen Scott
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