Innocean, Australian Marine Conservation Society and Penguin Books launch a picture book to inspire young conservationists

Innocean - picture book

Voice of the Sea is based on a song written by icon John Williamson for the AMCS.

Innocean has partnered with the Australian Marine Conservation Society, and Penguin Books to launch a new picture book to inspire the next generation of conservationists.

Voice of the Sea, published by Penguin Books, is based on a song written by icon John Williamson for the AMCS. It is an unrequited love song to the ocean, aimed at engaging the country’s most compelling voices of the future – our children.

The children’s picture book is part of the latest initiative in Innocean’s Voice of the Sea campaign created for AMCS. It began at the end of 2022 with the launch of Williamson’s song, with the aim of creating a national anthem for the ocean and, ultimately, an educational platform for children.

The song won the inaugural industry ARIA award for the best use of music in a campaign and, in the latest initiative, the lyrics have now been made into a children’s book published by Penguin Books, launching nationwide.

The “Voice of the Sea” children’s book hyper-targets teachers through Penguin and AMCS’s extensive educator databases and is accompanied by engaging lesson plans, fun classroom activities and discussions designed to build a deeper affinity and love for our oceans among young children, and thereby their parents.

Innocean AMCS book 1

Carolyn Cho, client partner at Innocean, said conservation fatigue is an ongoing challenge that makes it difficult to recruit new conservationists.

“Yet, kids are the catalyst for change and our beacons of hope as they inspire parents and the wider community to engage.

“The book launch builds on the foundations of our playful Voice of the Sea educational platform and will continue to bring the message of ocean conservation to schools and homes across the country,” the Innocean client partner added.

In addition, Williamson is touring the country in February and March and will visit bookstores during that time.

Williamson said: “I was approached to help with a song to send a message encouraging Aussies to think about reversing the damage to our ocean life. I responded immediately and, as I was working on a love song at the time, I could see how it would fit in with the context of ‘loving the sea’. Aussies love our oceans but how have we shown that love? I am deeply concerned with the survival of all nature’s species and very proud to be involved.”

AMCS communications director, Imogen Scott, said: “The purpose of AMCS educational activities such as this is twofold – firstly it’s to share the wonder of our oceans and all the incredible wildlife within them, and secondly it’s to inspire the next generation of marine conservation superheroes.”

Innocean AMCS John Williamson book


Innocean Australia
CEO: Jasmin Bedir
ECD: Wez Hawes
Creative Director: Effie Kacopieros
Copywriter: Charlotte Berry
Copywriter: Laura Parker
Design Lead: Michael Macgregor
Client Partner: Carolyn Cho
Planner: Eliza Millet

Australian Marine Conservation Society
Communications Director: Imogen Scott

Voice of the Sea by John Williamson is published by Puffin Books, an imprint of Penguin Random House Australia Pty Ltd. Text copyright © Emusic Pty Ltd, 2024. Illustrations copyright © Andrea Innocent and Jonathan Chong 2024.

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