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We Don't Care
To announce the next Global Climate Strike which takes place today (3/25), Fridays for Future U.S. unveils “We Don’t Care,” a spot created by FRED & FARID Los Angeles. The film introduces a cast of casually cool pre-teens who question the legitimacy and purpose of climate change concerns directly to the camera. They share the same rhetoric that many in prior generations have stubbornly held, dismissing science and the existential threat that climate change poses. These fashionable adolescents seemingly don’t have a care in the world--but in doing so they help to promote urgency. While the energy of the piece is lighthearted, enriched with the flair of a ‘90s PSA, the message at its core is paramount. We need to turn familiar apathy into serious concern, and serious concern into immediate change. Ending with an earnest call-to-action, Fridays for Future reminds us: “if we don’t care about climate change, who will?” https://fredfarid.com/work
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