Droga5 London, part of Accenture Song, has teamed up with Potential Energy Coalition (PEC)–a nonprofit marketing firm using the power of storytelling to accelerate demand for climate solutions–to launch their powerful first campaign for Parents for Future UK, to empower the British public to demand a better future for their children.
At the heart of the campaign is a hero film titled “Sorry,” which taps into the uniquely British habit to apologize–often and for everything. With the average Brit saying “sorry” around eight times a day, the film cleverly contrasts harmless, everyday apologies with one far more serious: the future apology we may owe our children if we fail to take meaningful action now to tackle climate change. It reminds us of the terrible consequences of doing nothing and drives home the critical importance of being un-British about this and making a fuss, because, as the campaign reminds us, “Sorry is easy–until it isn’t.”
Backed by recent global research from Potential Energy Coalition, the campaign taps into a universal motivator: love for the next generation. PEC found that the most compelling driver of climate action across cultures is the desire to protect children’s futures. Supporting this, a new poll by Parents For Future UK shows that parents are increasingly prioritizing environmental wealth such as clean air, clean waterways, and healthy forests, above traditional inheritances of property and money.
Created by Droga5 London in partnership with Accenture Song Sustainability, the campaign was produced by Agile Films and directed by UKMVA-nominated Jamie Whitby. Shot across multiple locations in the UK, and featuring local talent, the film aired in cinema, as well as on streaming services, digital and social platforms.
Ed Redgrave, creative director, Droga5 London, part of Accenture Song, said, “As Brits we say ‘sorry’ for anything. ‘Sorry’ (you walked into me). ‘Sorry’ (can I sit on the seat your bag is on?). ’Sorry’ (you’re talking utter nonsense). It’s an instinctive, reflex reaction to avoid confrontation. But when it comes to climate change–I’m sorry–we can’t afford to be British about it. Or one day, we’ll be making an apology to our children that we really don’t want to make.”
