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IDLE-FREE for our kids - 2006 / 2014
 

IDLE-FREE for our kids - 2006 / 2014

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Canada's leading IDLE-FREE campaign began in a college classroom in Halifax in 2005 (Advanced Diploma Public Relations). ...

Canada's leading IDLE-FREE campaign began in a college classroom in Halifax in 2005 (Advanced Diploma Public Relations).

After eight years of research and marketing sustainability in Canada and the U.S., here are the key lessons.

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  • 10 years agoI didn’t know or careThat we pump three billion a year into our air
  • 10 years agoI didn’t know or careThat we pump three billion a year into our air
  • 10 years agoI didn’t know or careThat we pump three billion a year into our air

IDLE-FREE for our kids - 2006 / 2014 IDLE-FREE for our kids - 2006 / 2014 Presentation Transcript

  • Let’s save $33 BILLION annually When we’re parked. 10 min / day Canada /U.S.
  • $33 Billion a year. REALLY? I’m an expert. I was the ‘Canadian IDLER’. I used to IDLE at least 15 minutes a day. Natural Resources Canada: Canadians IDLE three minutes a day = $1 Billion / year (current pump price). Look around: three minutes is low. We think it’s an average of at least 10 min. / day $3 Billion / year in Canada $30 Billion / year U.S. LOOK AROUND: IDLE-time at stores, ball fields, parking lots, public spaces everywhere.
  • A ‘green light’ since 2006 ü  $750K + media/corp sponsorship ü  Car guys, bus guys ü  2010 Vancouver Olympics ü  2011 Eco-Efficiency Award Winner
  • Co-branded / recognized by U.S. industry. UMA Expo 2012, Long Beach, CA 2010 Olympics: ‘IDLE-FREE bus’ carried men’s hockey teams.
  • The TWO REASONS WE IDLE (It’s not intentional)
  • #1. We’re not thinking about it. #2. Acting on poor information
  • IDLE-myths costing us $BILLIONS annually 1. IDLING is good 2. RE-starts are bad 3. Need long warm-ups
  • One of Canada’s leading car guys clears the air on IDLE-myths Long warm-ups? No need. Take heed. Re-starts bad? We’ve been had. Cool while you wait? Windows are great! Al MacPhee - 2012 Chair Canadian Automobile Dealers Association Honourary Chair – ‘IDLE-FREE for our kids’ ‘Drill Sergeant Al’ and grandkids
  • #1 Competitor: Who cares? “It won’t add up to much.”
  • We can save $BILLIONS annually across Canada / U.S.
  • Why the GREEN LIGHT goes on: car guys 80% public buy-in
  • GREEN LIGHT 80% buy-in ü  Emotional appeal – ‘our kids’ makes it stick ü  Keep it positive – include people ü  Peer Leaders – credible people we’ll believe
  • GREEN LIGHT 80% buy-in ü  How it all adds up – your effort counts ü  Mass and grass – mass mediums, grass roots ü  You’re not alone – join the movement
  • GREEN LIGHT 80% buy-in Real stories Not just-in-time marketing. An authentic 8-year journey.
  • GREEN LIGHT 80% buy-in Our kids Emotional appeal: Future generations “We can save how much?”
  • GREEN LIGHT 80% buy-in Our kids Dozens of existing campaigns, bylaws. How effective? Look around.
  • GREEN LIGHT 80% buy-in WORDS ‘anti-idling’ Excludes people ‘idle-free’ Includes people
  • Majority are stressed or distracted. Show me how: positive and practical. GREEN LIGHT 80% buy-in WORDS POSITIVE = HOPE ✘  Doom & gloom = ‘emotional labour’ ü  ‘Make me feel good’ ü  Enough to worry about
  • GREEN LIGHT 80% buy-in NUMBERS 10 min. day can save $200/yr “I can save how much?”
  • GREEN LIGHT 80% buy-in NUMBERS How it all adds up ü  ü  Your effort counts BIGGER picture inspires “We don’t like to act alone, feel like chumps.” James Hoggan Chair, David Suzuki Foundation The research that’s guided us since 2006
  • GREEN LIGHT 80% buy-in PEER Leaders Credible people “We’ve saved tens of thousands in fuel annually.” Bus guy - Dennis Campbell President, Ambassatours Gray Line Hear the in-depth interview
  • GREEN LIGHT 80% buy-in PEER Leaders Credible people “IDLE-time is hard time on today’s engines.” Car guy – Al MacPhee MacPhee Ford, Past Chair - CADA Hear the in-depth interview
  • GREEN LIGHT 80% buy-in ‘PEER Leader-Effect’ Amazing things happen. The IDLE-FREE Guy explains.
  • Half-page Chronicle Herald GREEN LIGHT 80% buy-in ‘Mass & grass’ Mass mediums, grass roots Media / social media + Business / community = Groundswell ‘social tipping point’
  • GREEN LIGHT 80% buy-in A MOVEMENT Join the movement – you are not alone. The Public: •  •  •  Senses momentum Senses it’s the right thing Majority ready to jump-in
  • Canada’s Leading IDLE-FREE Campaign Leads Clean Air Day 2013 – June 5 Clean Air Day 2013 Flash Mob Photos Clean Air Day 2013 Flash Mob Video Social Media Release via MarketWired
  • Stories: fuel our campaign March 30, 2007: The Day we met Rachel. Our campaign poster girl. She was five. See the video.
  • Stories: fuel our campaign Car guys and kids: Driving this campaign since 2007 Auto Service Advisors Makes Perfect Sense 3 Generations of MacPhees ‘IDLE-FREE for our kids’
  • Stories: fuel our campaign Pat Ziska, VP Marketing/Sales, MCI Chicago, inspired by ‘IDLE-FREE for our kids’ and her 14 year-old daughter. Hear why.
  • ‘IDLE-FREE Guy’ From ‘Canadian IDLER’ to IDLE-FREE Guy Stories fuel our campaign. Former radio / TV host ‘fell into’ Canada’s leading IDLE-FREE campaign. Hockey dad’s journey began at his kids school in 2006. SEE ‘A Father’s Story’
  • ‘IDLE-FREE Guy’ From ‘Canadian IDLER’ to IDLE-FREE Guy An accomplished speaker who has transformed car guys, bus companies, enlisted major media outlets… An expert social & community ‘engager’ he inspires audiences to do this one little thing for ‘our kids’. It can save $Billions. Lessons / principles can be applied to ‘green fleet’ or sustainability strategies. “His ability to inspire…extraordinary.” Dr. Martha L. Jodrey, Canadian Red Cross Humanitarian 2012
  • What about drive-thrus? You might be surprised. Get answers to frequently asked questions HERE.
  • IDLE.FREE . for.our.kids