Two weeks before Christmas, at the busiest time of the year, we put out a call. 🎟️
We asked parents, kids - even a puppy - to come together to help create something powerful: a message straight from the heart, reminding Australians that later is too late to act on climate.
The response? Nothing short of inspiring.
More Than Just an Ad
At first glance, the Later is too Late - Protect What You Love video might seem like a beautifully crafted campaign ad. But look closer, and you’ll see something much deeper. This isn’t just an ad. It’s real people, real families, real kids - and a real dog - coming together because they care so deeply about protecting their future.
They aren’t actors. They are parents and young Australians from our community that know that climate action isn’t just a political issue - it’s personal.
The Story Behind the Script
The script of Later Is Too Late is built around a simple but powerful truth: blink and you’ll miss it.
The fleeting moments of childhood - first breaths, first steps, first days of school - pass by in an instant. And just like that, another year, another election cycle goes by without the action we so desperately need.
💨 "By the time she takes her first breath, 9 billion more tons of carbon pollution will be in the air."
🔥 "By the time she takes her first steps, bushfires will have burned millions more hectares she could have explored."
🌊 "By the time a child born today finishes high school, it may be too late to leave them the world we promised."
Every parent knows this feeling - watching their children grow, knowing they can’t slow time down. But we can act now to shape the future they grow into.
A Community Came Together
Parents, kids, and even a puppy named June gathered on set, bringing warmth, energy, and determination. The families in this video aren’t just faces on a screen - they are part of the movement. They represent the thousands of parents across Australia demanding action now.
Huge thanks to Jess, Iris, Vicki, Billie, Kye, Bridget, Harriet, Artie, Leila, Lola, Luca, Lea, Zoey, Sol, Kailani, Olivia, Charlotte, Ruby, Ryder, Robbie, Deanna, Jacqui, Bianca, Siobhain, Emma, Nic, Kylie, Rose, and June the dog - you made this possible.
To the Production Group, Potential Energy, Swayable, and every creative mind behind the scenes - thank you for turning this vision into something unforgettable.
The Parents Behind the Video
We asked some of the incredible parents involved in this campaign why they took part and what Protect What You Love means to them. Their words are a powerful reminder of why this work matters.
We asked Jess - mum of 1-year-old Iris - what message she would send to other parents who are concerned but unsure how to act?
“I know it doesn’t feel like it, but you have enormous power, and what you contribute matters. You have networks upon networks in your phone and in your neighbourhoods and in your families and among your friends and your kids’ friends parents. You don’t have to do everything, but you can do something. You don’t have to have all the answers, but you can demand that our representatives ask better questions. Having been a policy advisor in state politics, and having held an elected position in local government, I can tell you that your letters, your calls, your messages have an impact. In both roles I was surprised by how little you hear from voices speaking for the future, or calling for climate awareness to be embedded in every decision we make. So every little change you make, in bringing climate and politics into our conversations, and demanding accountability in our politics, has a ripple effect that helps someone else feel more courageous and which makes our representatives feel the rising of the tide.”
Vicki, mum of school aged Billie - talks about what ‘Protect What You Love’ means to her personally?
"Protect what you love" means standing up for the people, values, and future we care about. Climate action isn’t just about protecting the environment—it’s about safeguarding our families, our communities, and the dreams we have for our children. I want people to watch this ad and feel hope. We can change the course we’re on if we all pull together."
Bridget, mum of Harriet, explains why she chose to be a part of this video?
“ I clearly remember learning the same things at school that my daughter (Harriet) is learning now albeit known then as the greenhouse effect. Whilst so much awareness has been raised about climate change, time feels to me like it is frittering away with little meaningful progress having been achieved. What disappoints me most is that I learnt about these issues in science when I was at school 30 years ago. And yet this issue has now become so politicised. As if the science is still “up for debate”. This shouldn’t be a political issue - except to the extent that it requires political will to take meaningful action. I wish that this is one issue where partisan politics could be put aside for the sake of future generations of Australians.”
Why This Matters Now
The federal election is fast approaching, and we need climate action to be a top priority. That’s why this campaign isn’t just about a video - it’s about mobilizing parents to demand a safer, healthier future for their kids.
🔹 Share it with friends, family, and parent groups.
🔹 Donate: Just $25 helps us reach 1,000 more families with this message. https://protect.parentsforclimate.org/
Every action counts. Because later is too late.
#ProtectWhatYouLove #ClimateAction #ParentsForClimate #LaterIsTooLate