Science Moms’ ‘Cleanversations’ Highlight the Risks That Dirty Energy Poses to Kids’ Health
Today, Science Moms – a nonpartisan group of scientists who engage moms in tackling climate change – announced the launch of a $2 million ad campaign out of Potential Energy Coalition. The campaign, referred to as 'Cleanversations', seeks to spark conversations about the risks that dirty energy poses to kids’ health and raise awareness of the resources now available to parents and local governments to help accelerate the transition to clean energy.
“As moms, we do everything within our power to keep our kids safe – but for too long, protecting them from the effects of dirty energy and climate change wasn’t possible,” says Dr. Melissa Burt, a climate scientist at Colorado State University and founding member of the Science Moms. “Unprecedented spikes in extreme heat, toxin-filled air from diesel school buses, and intensifying storms continue to worsen as more head-trapping pollution is released into the atmosphere from dirty energy sources. By starting Cleeanversations, Science Moms is not only educating parents on the risks of dirty energy but empowering them to implement real solutions to keep their little ones safe.”
The newly-launched films for 'Cleanversations' – entitled 'Smoking Bus' and 'Game Show' – will run through Earth Day across multiple platforms. This campaign is part of a consistent multi-million-dollar media spend for Science Moms over the past two years to galvanize moms to demand those in power to implement a bold plan to stop big polluters.
“Potential Energy’s mission is to awaken the world to the climate crisis and its solutions. The Science Moms brand plays a vital role for mothers and parents - helping us all protect our kids now, while building towards a better future,” said Eric Asche, president of Potential Energy. “We have the best creative talent engaged to help change the conversation around climate. We all have a role to play!”
“Smoking Bus” dramatises the connection between the toxic fumes found in diesel school buses and the harmful effects found in cigarette smoke. In the film, directed by Nicolas Gordon of Furlined, we meet a nonchalant bus driver whose dance down the aisles of a bus is intended to both enthrall and horrify viewers as he places cigarettes on each empty seat he passes.
Nicolas Gordon, director of 'Smoking Bus' says: “As a kid, there wasn’t a day that went by while waiting for that iconic yellow bus at the corner of my local park. The bus is a symbol of childhood, after all. Until now, the fumes they emit are something we’ve all just accepted. What drew me in most to this project was the contrast between the dark and shocking danger presented by the bus fumes and the cavalier attitude of the driver and his captivating dance, which, when combined, result in a profound juxtaposition that invites the viewer into a meaning-making experience. It was a privilege to have the opportunity to be a part of something so topical and resonant, which allowed me to create a piece of work that I won’t ever forget.”
“Furlined is honoured and delighted to continue our longstanding collaboration with Potential Energy in helping to elevate this groundbreaking campaign by Science Moms,” says Diane McArter, President of Furlined. “As a production company, we have been making films to raise awareness on the climate crisis for nearly a decade. We are proud to work with others who share our mission-driven values, like Potential Energy and Science Moms.”
'Game Show', the second Cleanversation film, taps into the over-the-top excitement a mom will feel when she discovers the financial savings and health benefits of clean energy for her children. In the film, directed by Danielle Calodney of Underhill Films, we meet Lorraine, an extremely outgoing mom whose infectious enthusiasm and values uplift those around her. Lauren Engleman, a mother of three young daughters, was tapped for the lead role as someone who could embody the over-the-top reaction while still feeling very genuine and relatable to moms.
Danielle Calodney, director of 'Game Show', remarks: “When I first read these scripts, I knew I had to bring them to life. Everyone wants their work to mean something, and everyone wants to work on fearless, vibrant, clever campaigns. This campaign was the best of both worlds! I knew that the bolder we were in our commitment to our approach, and the more fun we were having, the better the spot was going to be – which meant more people would see it and learn about the major benefit of switching to a heat pump. Using craft and comedy in this film to spread the word about accessible environmentally friendly technology is a dream come true.”
On partnering with Potential Energy and Science Moms, Alex Max, Executive Producer and Partner of Underhill Film comments, “Underhill believes in taking every opportunity to elevate important social conversations and we jumped at the opportunity to be able to collaborate with Potential Energy on the Science Moms campaign. Small changes can have large impacts, and the comedic approach crafted by Danielle and the PE team has tremendous potential to shift the conversation around home heating efficiency.”
