The Story Behind the Script  

Parents for Climate Action’s 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.

In partnership with Potential Energy, Swayable, and our team of creative minds behind the scenes.

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.