CBC and The Hour with George Stroumboulopoulos wanted to mobilize Canadians to do One Million Acts of Green. In partnership with Cisco, the idea behind the campaign was that one small act can make a big difference. The Million Acts of Green program showed the effect that the human network has on collaboration and the planet. Each individual acts is combined to have a great impact on the planet.
Our team was tasked with ideation and execution of supporting materials for the campaign: rich media banner ads, various newsletters and emails, as well as animated ads placed in the Toronto subway and elevators. CBC and GreenNexxus developed the Acts of Green site.
Overall, the campaign is a huge success. In just under fifteen weeks:
- One million Acts of Green were registered.
- The site generated 1.3 million page views.
- The site visits averaged over 17 minutes.
- Over 7,000 participants joined the Facebook group.
- Over 100 blog postings Twitter messages.
- Featured in 140 newspaper, magazine articles and 42 community newspapers, as well as in over 50 TV and radio segments, culminating at the NHL All Star game at the end of January.
- Featured major celebrity Acts of Green including Alanis Morrisette, Mike Holmes, Steve Nash, Toronto Mayor David Miller David Suzuki, National Hockey League players, Serena Ryder, Donovan Bailey, Geoff Green, Former Prime Minister Paul Martin and many others.
- The program has been spoofed by “This Hour Has 22 Minutes” and “Trailer Park Boys”.
Green messages contextualized to time ran on the Captivate elevator network.
A variety of interactive materials were designed as the campaign gained momentum.
Agency: Ogilvy
Role: Art Direction, Illustration
http://www.onemillionactsofgreen.com
