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 brand identity – a re-imagining of the traditional male/female symbols – as a personal way for individuals to pledge their support and commitment to the cause.
“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.”