Canadian Geographic

23.8% of Canada’s total energy consumption is used to power our homes and generates 18.8% of the country’s GHG emissions. We collaborated with Canadian Geographic and Lightspark to help Canadians learn about their household carbon emissions and inspire them to take steps towards living net zero.
Strut led the development of the Live Net Zero program framework and mechanics. Designed to encompass a collection of tools for engagement, assessment, pledges and even offsets, the initial focus is the Live Net Zero Challenge in which Canadian households apply to compete in a series of challenges to shrink their carbon footprint for the opportunity to win a $50,000 grand prize.
The Live Net Zero brand is bold yet approachable, optimistic and progressive. A stylized ‘zero’ is the logo’s focal point. Besides the connection to the program name the zero icon also represents earth and the cyclical relationship we have with the planet. The colour palette is a fresh take on typical colours used in environmental initiatives and the use of gradients create a dynamic sense of motion, energy and progress.
The multi-channel campaign included a series of digital & print ads, social media posts on Canadian Geographic and corporate partner channels, and earned media; supported by the Live Net Zero website and social posts from the participating families.
The focal point for the Live Net Zero Challenge is a microsite which sits within the overarching Canadian Geographic website. An aggregator for Challenge content created by the participating households, it also acts as a resource hub for information on each Challenge within the competition and ways individuals could start reducing their own household carbon emissions.
Current lead-sponsor Scotiabank promoted their involvement with the program on their own channels and even held an internal version of the Live Net Zero Challenge. Strut tailored LNZ assets for Scotiabank’s employee engagement, including Challenge “mini primers”, an intranet banner graphic and videos for Yammer (now Viva Engage).
Interested in becoming a sponsor of the Live Net Zero program or want to learn more? Get in touch.
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