Ecostore says that women aren’t equal on Women's Day
Sustainably minded New Zealand company ecostore, insists there is one woman who needs our help more than any other today - Mother Earth.
The film, launched on social media today, opens with images of women who have created and sustained human life across generations and cultures. What starts as a homage to women, celebrating their love, strength, provision and patience, reminds us of the importance of caring for the planet and that we all need to place a greater emphasis on Mother Earth’s wellbeing.
A young female narrator explains that decades of progress made on gender equality will be lost if urgent climate action isn’t taken today.
“In a world where nearly every product and service has become a commodity, consumers now differentiate between things based on what they believe in. As a company we’re hugely inspired by the next generation and their commitment to the planet,” says ecostore managing director, Pablo Kraus.
“We want to empower people to save the planet and inspire them to make a change. We all know it is time to step up and International Women’s Day is the perfect reminder that we’re just getting started and Mother Earth needs our help and attention today.”
Founded in 1994, Ecostore began with the goal of making everyday products safer and healthier for
people and the planet. The company is committed to reducing waste wherever possible, with products made from minerals and renewable plants, and only sources recyclable packaging.
In an uncommon collaboration, communications agencies Colenso BBDO and Special have joined forces to bring the project to life.
“There are cultural moments when doing the right thing requires you to look beyond what might usually separate you. For us, this was one of those times,” says Special managing director, Michael Redwood.
Colenso BBDO creative chairman, Nick Worthington, adds, “You can achieve a lot more when you do
The film is voiced by 18 year-old student and climate change activist, Gwyneth Parallag, and goes live exactly one week before the Auckland School Strike 4 Climate Protest in Aotea Square, of which Parallag is an organiser. It launches at a controversial time when politicians, schools and parents are divided on endorsing student climate strikes.
“There comes a time that being controversial is needed in order to get the grown-ups to stop, listen and take us seriously. Having ecostore come out with this video on International Women’s Day is significant, I hope that people of all ages realise the time is now to make a change. We need to do this together, because together we can make a safer world.”
Protests around the world have followed since Sweden’s 16 year-old Greta Thunberg made a speech to the UN Climate Change COP24 Conference December 2018.