The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Direct Marketing for Good
Annual ID
OS24_DM100M
About the Work
In 2019 SS4C hosted a National Climate Strike, causing outrage across the country. Politicians, public figures, and the media condemned students for missing a day off school.
Instead of addressing their concerns, then-Prime Minister Scott Morrison criticised students, calling for “more learning, less activism”.
Despite the rebuke, students were emboldened by the extraordinary attention generated for the cause and SS4C became famous across Australia.
By 2022, however, the group’s momentum had all but vanished from the public arena as media coverage turned instead to the post-pandemic cost of living crisis.
Our brief was to help SS4C reinvigorate their call to action for 2023 with a communications idea that would earn an outsized share of attention, and alert Australia of the ongoing threat of the climate crisis.
Young Australians are deeply familiar with the threat of climate crisis, which is a rising cause of anxiety and other mental health challenges among school aged children globally. We knew that the audience we needed to reach on their behalf was the mainstream Australian press who would help SS4C communicate the urgency of their cause and put pressure on politicians to act. More importantly, we wanted to ensure that the media coverage we generated helped to foster the sense of community SS4C was known for, so that young Australians would feel less alone and helpless in the fight against an issue that can feel too overwhelming to tackle. There is strength in numbers, so the more people we could help rally (and the more coverage we could earn) the stronger our support for SS4C’s mission.
Instead of addressing their concerns, then-Prime Minister Scott Morrison criticised students, calling for “more learning, less activism”.
Despite the rebuke, students were emboldened by the extraordinary attention generated for the cause and SS4C became famous across Australia.
By 2022, however, the group’s momentum had all but vanished from the public arena as media coverage turned instead to the post-pandemic cost of living crisis.
Our brief was to help SS4C reinvigorate their call to action for 2023 with a communications idea that would earn an outsized share of attention, and alert Australia of the ongoing threat of the climate crisis.
Young Australians are deeply familiar with the threat of climate crisis, which is a rising cause of anxiety and other mental health challenges among school aged children globally. We knew that the audience we needed to reach on their behalf was the mainstream Australian press who would help SS4C communicate the urgency of their cause and put pressure on politicians to act. More importantly, we wanted to ensure that the media coverage we generated helped to foster the sense of community SS4C was known for, so that young Australians would feel less alone and helpless in the fight against an issue that can feel too overwhelming to tackle. There is strength in numbers, so the more people we could help rally (and the more coverage we could earn) the stronger our support for SS4C’s mission.
2024 Awards
Total Points: 3
Merit
Credits
Agency
CHEP Network / Melbourne
Art Director
Jim Coumans
Associate Creative Director
Lauren Moran
Content Creator
Ollie Ritchie
Copywriter
Cam Watson
Creative Director
Tim Smith
Design Director
Adam Lord
Designer
Ika Jumali
Executive Creative Director
Amy Weston
Executive Producer
Jen Livingston
Photographer
Rowan MarshCroft
Deputy Chief Creative Officer
Glen Dickson
Junior Designer
Georgia Emery
Senior Art Director
Benjamin Mann
Senior Copywriter
Nic Molyneux
Senior Producer
Elena Szymanski
Account Director, PR
Claire Leiberman
Account Executive, PR
Emilie West
AdTech Solution Architect
Devinder Singh
Director of Engineering
Cliff Chiang
Director of PR
Nick Zonnios
Director, Digital & Strategic Operations
Sharon Adams
Group Account Director
Anusha Subeathar
Group Account Director, PR
Judy Crema
Head of Art & Director
Tim McPherson
Head of Tech Programs
Claire Reinecke
Honorary Associate Professor
Dr. Nick Abel
Investment Trader
Peter Chantzos
Lead Full Stack Engineer
Jane Wang
Lead organiser - Melbourne
Joseph Thompson
Lead organiser - Sydney
Owen Magee
Managing Director
Thomas Penn
Professor
Dr. Leslie Hughes
Professor Emeritus, FAA
Dr. David Karoly
Senior Account Director
Marco Schirru
Senior Account Manager, PR
Kate Power
Senior Front-End Developer
Percy Zhang
Senior Video Editor
Max Robins
Related Awards
