Homeward Bound is a groundbreaking leadership, strategic and science initiative for women set against the back drop of Antarctica as a barometer for the effects of climate change. They wanted to raise awareness of the lack of women in leadership positions in science, so we brought the idea of ‘Mother Nature Needs Her Daughters’ to life through a highly emotive brand, campaign and call to action.
Homeward Bound aims to heighten the influence and impact of women with a science background in order to influence policy and decision-making as it shapes our planet. The women involved signed up to undertake a year-long state-of-the-art program to inspire and develop their leadership and strategic capabilities, using science to build conviction around the importance of their voices.
Today, just 15% of the world’s science leaders are women. Homeward Bound felt that perhaps we’d make more progress with climate change, if we made more progress with leadership change.
Across most cultures, women are the natural carers for the home. Homeward Bound called out to female scientists to reassert their natural role for our shared home, the planet – knowing that if we cared about the planet half as much as we do our mothers, things could be very different. We asked the question, “what would you say to your mum if you knew she was sick?”
‘Mother Nature Needs Her Daughters’ encouraged female scientists to make their mark for the planet. We used the finger-drawn brand identity – a re-imagining of the traditional male/female symbols – as a personal way for individuals to pledge their support, passion and commitment to the cause.
The global media rarely cover women in science, but the movement really grabbed their attention. In fact, media exposure in the first month achieved a reach of 76 million people – more than the cumulative media coverage for women in science, ever. It engaged hundreds of female scientists all over the world and the inaugural program quickly filled its 76 spaces, with hundreds of women immediately being added to the waiting list for the second program.
Homeward Bound scientists are in a position of influence like never before, and they are confident of reaching the target of leading 1,000 women to Antarctica in the next 10 years – and inspiring the leadership change we need.
“Half the people I’ve shown this to were in tears. We all recognised, spine-tinglingly so, that Elmwood has captured the symbol for a global movement. Like so many things connected to this project, the connection to the beautiful, savvy, clever, committed group of people who make it tick here, is simply perfect.”
Fabian Dattner Founder, Homeward Bound
AGDA - Finalist
DBA Design Effectiveness Award
Design Week Award - Category win
Red Dot Award - Red Dot Award
Transform Award - Grand Prix