On 9 February 2025, the Caesars Superdome Stadium in New Orleans hosted the 59th Super Bowl, which was the final match of the 2024 season of the National Football League (NFL).
This edition provided news coverage from the perspective of climate communications. During the interval, the first-ever advertisement calling for immediate climate action was broadcast.
The association that prepared the commercial was Science Moms, a non-partisan group of mothers who are climate scientists or academics. Their mission is to raise public awareness of the impacts of the climate crisis and its effects on children.
By the Time represents the first climate advertisement to be released by a non-profit organisation. Indeed, Science Moms is concerned about climate change.
Many associations and groups, including Moms Clean Air Force, a community of over 1.5 million mothers and fathers committed to combating air pollution and forging alliances to tackle climate change and safeguard the future of young generations, have shared the advertisement.
By the Time draws parallels between the birth and growth of a baby, and the various stages of the child’s life. It also examines extreme climatic events and their impact on human life.
This key advertisement is released at a pivotal time, coinciding with Donald Trump's inauguration as president at the beginning of January. Since then, he has appointed climate deniers and politicians who oppose the scientific consensus to his cabinet. These individuals aim to reverse all federal initiatives aimed at reducing carbon emissions, which are a major contributing factor to the climate crisis.
Professor Katharine Hayhoe of Texas Tech University and member of Science Moms has stated in an article with the Moms Clean Air Force that her concern for climate change extends beyond her role as a scientist, citing her role as a mother as a primary motivator.
I don’t only care about climate change because I’m a scientist. I care about climate change because I’m a mom.
Hayhoe, who serves as Chief Scientist at The Nature Conservancy, further emphasised the personal and environmental significance of climate change, underscoring the importance of protecting what we value most.
The vast majority of Super Bowl advertisements are created by large corporations and businesses. Many of these advertisements aim to raise awareness of the climate crisis and promote products or services.
However, By the Time is the first advertisement from a non-profit organisation that does not seek to sell a product or service, but rather to raise awareness of the climate crisis, an issue that affects us all.