Loader GIF


Previous Next

Canadians support environmental causes through Shell FuellingChange™

To celebrate Shell’s 100th year operating in Canada we completely reinvented their 20-year-old Shell Environmental Fund. Since the early 90s Shell’s fund had distributed tens of millions in grants, but few had heard of it or knew about the good work done by the organizations that received grants.

Working closely with Shell’s Social Investment team Strut developed FuellingChange™ from the ground up to let Shell customers play an active role supporting their favourite environmental causes.

The program let Shell customers use a code from their gas receipts to vote for their favourite environmental organizations in order to help them fund their important projects.

Using our powerful Insynergi™ platform, we built the FuellingChange website to manage user accounts, register votes, and allow participating organizations to create their own profiles, build content and publish videos. The system includes powerful custom tools to manage hundreds of thousands of user accounts, generate audit logs, interface with a legacy grant management database, and provide detailed user analytics. We also developed an integrated promotion engine so Shell could generate tens of millions of bonus codes for distribution through retail promotions and online contests.

To launch the program we created a national television and digital campaign with MuchMusic to build awareness and drive account creation. We also wrote and produced a staff training video that was sent to more than 1,600 Shell retail locations across Canada.

FuellingChange has generated a huge amount of support from the Canadian public, ENGOs and Shell consumers from across Canada. Designed as a one-year project to support Shell’s 100th anniversary in Canada, the success of the program led to an extended run of three years. It has encouraged engagement with the company and let the public know about Shell’s support of Canadian environmental projects.

Want to know more about this project?
Contact Us

Thank you for your submission!







Shell wanted to increase public engagement in its environmental granting program. FuellingChange uses social media and a dynamic website to facilitate a voting-based social investment initiative to help Canadians get more involved in helping the environment.



Concept & Strategy

Name & Brand Development

Web Development

Video Production


PR & Social Media

Contest homepage screen-shot Contest voting page screen-shot More than 15 million votes cast for 251 environmental projects FuellingChange poster at light rail station $6 million to support environmental organizations across Canada FuellingChange printed media Website screen-shot

Featured Work

Get in Touch

Strut Creative Map Image

© Strut Creative 2019