Earth Day 2015 #EarthDayEveryDay


Background

Earth Day Every Day was initially conceived as a five-year engagement program that would challenge and reward people across Canada who were taking concrete steps to reduce their environmental impact, whether it be at work, at home or at play. The first year (2015) saw the kick-off of EDC’s “Clean Commute” campaign, focused on encouraging greater use of transit and bike paths, as well as more time spent walking, running, skipping or dancing to wherever they needed to go each day. Ultimately, the tagline “Earth Day Every Day” became so popular that it came to represent everything our organization strives to achieve throughout the year, notably our award-winning programs.

Campaign Summary


Scott & kids

Clean Commute Campaign

Earth Day Canada’s “Clean Commute” campaign launched on April 22nd, 2015, and ran over the course of one month. Hosted on the mobile-enabled web platform at EDED.ca, it received immediate engagement from our network of supporters and VGPs (Very Green People). Local eco-celebrity Scott McGillivray, host of the hit HGTV series Income Property, offered his celebrity endorsement to give the campaign a significant boost in public awareness, as did MPP Glen Murray, Ontario’s Minister of the Environment and Climate Change, who spoke about the campaign’s importance at the kick-off event. Other supporters included Green Party of Canada Leader Elizabeth May, former Chief Economist and author Jeff Rubin, celebrated Canadian naturalist and painter Robert Bateman and more.

How it worked…

EarthDayEveryDay

  1. Participants started on April 22nd by visiting EDED.ca
  2. Here, they chose from a range of simple, voluntary activities to reduce their carbon footprint
  3. Those who committed to one of these activities could share/post about this on social media
  4. They could also track all of their activities on a personal dashboard
  5. A national calculator gave real-time updates on the collective carbon reduction of these acts
  6. Success stories were shared online

Media Coverage

This campaign was incredibly successful from a publicity standpoint, representing the largest media impact in the history of EDC. Some of the strongest coverage included:

  • CTV National News
  • CBC (Here and Now)
  • Metro
  • Breakfast Television
  • Weather network (6 segments)
  • NOW magazine
  • Global News
  • OMNI
  • 680 News

Impact

  • 30,000 users and 60,000 page views on EDED.ca
  • 1 million potential Twitter impressions for @EarthDayCanada and #EarthDayEveryDay
  • 67,500 impressions on Facebook (@EarthDayCanada)
  • 1,148 actions pledged
  • 3,939 kg of CO2 prevented from entering the atmosphere
  • Top Acts: Walk (31%); Transit (16%); No idling (15%); Cycling (14%); Carpooling (13%)

Partners


Smart_logo

One of the best ways for car owners to reduce their carbon footprint is by switching to an electric vehicle. Earth Day Canada partnered with smart Canada during the Clean Commute campaign to give a handful of lucky environmental activists the chance to test-drive the smart fortwo electric drive; one of those people was our own president, Deb Doncaster, who starred in a promotional video that garnered 480,000 views on YouTube.

DevincicnInvestors GroupTD Friends of the Environment

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