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.
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.
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:
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.