Science Moms, a nonpartisan group of scientists who engage moms in tackling climate change, released “By The Time”, a powerful new ad that emotionally captures how climate change will impact children’s lives as they grow up in a world of unnatural disasters — while underscoring that we still have time to act and protect our kids’ futures.
In the wake of the devastating California wildfires, celebrity parents including Andy Cohen, Rosario Dawson, Ryan Michelle Bathe, and Bill Nye have co-signed the ad as a must-watch following the Super Bowl. The 30-second spot also invites viewers to donate funds to The California Community Foundation, which has to date raised over $60M from 40,000 donors to support California’s fire recovery. The data-backed ad was tested to generate a 25% increase in support for climate action among viewers.
“Climate change is creating hotter, dryer conditions that lead to massive wildfires like the ones Los Angeles endured,” said Dr. Emily Fischer, a climate scientist at Colorado State University and a member of Science Moms. “Many people in Los Angeles have lost their homes, schools, cherished places, and loved ones. The mental toll of this destruction, combined with the toxic smoke released into the air, means that no one is left unscathed. As we show in this Super Bowl ad, unnatural disasters will only become more frequent and intense unless we make a serious effort to tackle climate change. Our children deserve nothing less.”
"The megafires that swept through Los Angeles this year are a stark reminder that our most vulnerable communities are on the frontlines of a worsening climate crisis. The destruction was immense, but so was the generosity of those who stepped up to help. We are deeply grateful for the outpouring of support we have received, and to be included in The Science Moms' 'By The Time' Super Bowl campaign, which will allow us to help even more Angelenos," said California Community Foundation CEO Miguel Santana. "Contributions to the California Community Foundation Wildfire Recovery Fund provide critical relief, help families rebuild, and invest in long-term resilience. Together, we can not only recover but also strengthen our communities for the future.”
The compelling new ad ran on Fox National Digital Streaming Entertainment, national digital streaming services including FoxSports.com, Fox Sports App, NFL App, and all connected devices, as well as local television, KTTV (Fox 11 Los Angeles), reaching over 11 million viewers across LA and nationally.
To learn more, visit https://sciencemoms.com/.
About Science Moms:
Science Moms are a nonpartisan group of climate scientists and mothers. Scientists from around the country, in partnership with the Potential Energy Coalition, aim to arm moms with the tools and resources needed to act now and preserve our children’s future. This current ad campaign is part of an ongoing effort to demystify climate change, talk honestly about its impact on families and give moms the information they need to help preserve the world for their kids. For more information, please visit our website at: https://sciencemoms.com/. You can take action on our website here and follow us on Twitter, Instagram, and Facebook.
About The California Community Foundation:
The California Community Foundation (CCF) is L.A. County’s foundation. CCF has served Los Angeles County for more than 100 years, addressing some of the core concerns of the community, including safe and affordable housing, accessible health care, quality education and access to arts and culture that are critical to quality of life. It is our mission to lead positive systemic change to strengthen Los Angeles communities. To learn more, visit https://www.calfund.org/.
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