Second NatureCampaign

davidsuzuki.org

WC: 23

Working individuals aged 18+

The average employee within a business or corporation

Business leaders who can instill change and set a precedent

Target Audience

WC: 77

Key Insights

There is little impetus for the busy Canadian professional to spend time in nature as there is no visible gain or instant gratification

Plenty of studies have shown that those who are exposed to even the smallest bit of nature are happier and more productive than those who are not* In oIn order for the Canadian workforce to integrate the 30x30 Challenge into their daily lives, an incentive for change must be provided that validates the action itself

*Source: Evensen, Katinka H. “Restorative Elements at the Computer Workstation: A Comparison of Live Plants and Inanimate Objects With and Without Window View.”Environment and Behaviour 22 Aug. 2013: n. pag. 08 Mar. 2014.

WC: 69

Use elevated productivity and happiness levels as an incentive for working Canadians to employ change and allow the 30x30 Nature Challenge to become Second Nature

Spreading AwarenessMaking green spaces accessible to our target market while promoting the benefits of exposure to nature

Inspiring ActionReach out to top-level executives to espouse inspire change

MaintenanceProvide participants with metrics so that spending time outdoors becomes Second Nature

Strategy

Media Solution

Spreading Awareness• Metro newspaper sponsored content• Google display Ads• Microsite (second-nature.ca)• Posters to support employee well-being within the office• Bus shel• Bus shelters transformed into accessible green spaces in urban centres• App development• Installation of beacons* in all green spaces throughout the city, automatic tracking of campaign participants thus facilitating a phone-free outdoor experience

*Bluetooth devices e.g. Estimote

Media Solution

Role of App• Suggest green spaces and set reminders• Provide happiness and productivity indexes based on time spent outside• Weekly leaderboard function to compete with friends and share progress

Overall hours outdoors

JUNMAYAPRMAR

100

80

60

40

20

0

Productivity Indicator

Top Explorer

Media Solution

Inspiring ChangeHigh-level executives participate and act as brand ambassadors• Inspiration for others who emulate• Promote friendly competition within company• E-mail signature template to promote further awareness

WC: 102

Spend 30min outdoor today and became stress-free!John Doe | Chief Executive Offier

Effectiveness/Results

MaintenanceMetrics will be gathered to maintain participants awareness and enable the campaign to become Second Nature• Pre and post 30 day campaign satisfaction surveys• Monthly tracking reports of happiness and productivity levelsMeasurements of success • # of app d• # of app downloads• In app profile registrations• Social shares (hashtags, mentions, tags etc.)• Click-through rates of display ads• Pageviews of microsite• Beacon data gathered from all installation points

WC: 63

davidsuzuki.org

Spending time with nature for 30 minutes a day should become a Secone Nature to you

WC: 334