2022 Winner

CASE SUMMARY

According to the U.N. General Assembly, the world has until 2030 to prevent irreversible damage from climate change. And with less than ten years left to address climate change, nearly two-thirds of Canadians have begun to lose hope for Canada’s climate future. At the core the objective is driving national awareness for Regenerate Canada, WWF-Canada’s 10-year plan to protect wildlife, restore habitat and reduce carbon emissions before it’s too late.

Their brief: Restore hope by raising awareness for WWF-Canada’s 10-year plan to Regenerate Canada.

Climate anxiety is real. And the insurmountable task of solving the climate crisis can create feelings of grief, stress and hopelessness. But if you categorized climate change into its component parts, you could make it seem more achievable.

An awareness campaign for WWF-Canada that uses one of the most frequently-used words in the climate change lexicon to highlight the fact that there’s still time to reverse course. All in an effort to raise awareness for WWF-Canada’s 10-year plan to Regenerate Canada.

While climate change is irreversible, they devised a nation-wide OOH campaign to show Canadians what can still be reversed: wildlife decline, habitat loss and industrial impact. They then laddered each issue back to a key objective in WWF-Canada’s 10-year plan, providing Canadians with real, measurable goals to get behind: 1 million hectares restored to nature by 2030; 100 million hectares protected for wildlife by 2030; and 30 million tonnes of carbon locked away by 2030.

To maximize impact, high-impact billboards were placed in areas associated with environmental impact, including highways, transit stations and high-traffic areas.

Climate reports, including the latest report from the U.N.’s Intergovernmental Panel on Climate Change (IPCC), contain some of the world’s most foremost climate data. However, there’s an issue. They’re almost always written for climate scientists, not
ordinary Canadians.

To help clarify climate change data, they created a series of simple visualizations to help Canadains understand some of the key issues at stake: from Canada’s warming crisis, its continued decline of at-risk species, the dangers of clearcutting, and more. To maximize their reach, they targeted Canadians with interests for environmental causes and encouraged them to learn more at wwf.ca/regeneratecanada.

To drive urgency, they promoted a 30-second PSA on TV and social media, reminding Canadians that there’s still time to turn back the clock if we act now. TV placements were strategically placed during news programming to reach Canadians who are interested and engaged in Canada’s climate future, and more likely to learn more about WWF’s 10-year plan to Regenerate Canada.

The campaign generated 72+ million impressions across OOH, TV, social and digital. Time on site increased by 31% compared to the average visit to wwf.ca, and it became the third most viewed page on wwf.ca since the beginning of the campaign.

Credits

Executive Creative Director: Colin Craig
Chief Creative Officer: Ian Mackenzie
Art Director: Steve Ierullo, Georgia Inerfield, Allison Kustec
Copywriter: Hemal Dhanjee, Patrick Godin, Jamie Galloway
Associate Creative Director: Mike Kotevich
VP, Group Account Director: Scott Sloggett
Strategy Director: Rory Webber
Designer: David Woodger
VP Product: Bonnie Chung
Technical Project Manager: Richard Chao
Group Director, Print Production: Joyce Jackson
Account Executive: Madison Pineo
President: Andrea Cook
VP Technology: Stuart Cheesmond

Editorial: School Editing
Editor: Lauren Horne
Producer: Yumi Suyama

Editor: Jay Baker

Music: Grayson Music
Producer: Nicholas Shaw
Voice Director: Tyson Kuteyi
Engineer: Brian Bernard
Sound Designer: Mike isanti

Media: Initiative
Mike Cortiua, VP Client Advice and Management
Forrest Yiu, Sr. Communications Designer
Andrew Steyaert, Supervisor, Communication Design