Innocean extends Marine Conversation Society’s Voice of the Sea campaign

Innocean Australia and the Australian Marine Conversation Society (AMCS) have extended their ARIA-award winning campaign ‘Voice of the Sea’, with a new initiative aiming to engage Australia’s young conversationists.

Based on the campaign’s song, written by John Williamson, the agency will launch a new picture book, published by Penguin Books.

Described as an “unrequited long song to the ocean”, the campaign hopes to inspire Aussie children to learn about, and protect, the ocean and its wildlife.

“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,” said Imogen Scott, communications director at AMCS.

The lyrics has been turned into the picture book, which acts as an educational platform for children.

“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,” said Carolyn Cho, client partner at Innocean.

“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 will tour Australia over the next two months, visiting bookstores during that time to promote the new picture book.

He said: “I was approached to help with a song to send a message encouraging Aussies 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’.

“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.”

Innocean and the AMCS took home the inaugural Best Use of an Australian Recording in an Advertisement (over two minutes) award at the ARIAs late last year, while 72andSunny with Campfire X took home the under two minutes category.

Cho told Mumbrella at the time: “We hope that ‘The Voice of The Sea’ truly becomes ingrained as the national anthem for the sea that surrounds us…For us, a song was only the beginning, we needed the younger generations’ voices to amplify the message. Driving social change requires big actions and a lot of work, we mean a lot.”


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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