Greta Thunberg’s Climate Organization Fridays for Future, a movement that began in August 2018, encourages people to fight against climate change in a shocking ad.

The spot, created by Los Angeles-based Creative Agency FF, features a family in their home, having breakfast and getting ready for the day while various objects around them are in flames. When the parents get out of the house to say goodbye to their children, who are going to school, the house is seen burning. However, as if nothing happened, they turn around and get back inside.

Fridays for Future (FFF) also organizes digital strikes on a weekly basis, every Friday, to give a voice to those unable to strike. On the 24th FFF Germany wrote history with the biggest digital strike, which counted over 230,000 participants.