The Communication Brief : Make the 30 x 30 Nature Challenge a relevant and important part of every day in the workplace. The Role of Media: Create a media solution to satisfy the objectives of the David Suzuki 30 x 30 Nature Challenge that supports the campaign. The budget was $1,000,000 Gross over one year in the GTA.

1. SecondNature
Campaign
davidsuzuki.org

2. WC:23
Workingindividualsaged18+
Theaverageemployee
withinabusinessor
corporation
Businessleaderswho
caninstillchangeand
setaprecedent
TargetAudience

3. WC:77
KeyInsights
ThereislittleimpetusforthebusyCanadianprofessionaltospendtimeinnature
asthereisnovisiblegainorinstantgratification
Plentyofstudieshaveshownthatthosewhoareexposedtoeventhesmallestbit
ofnaturearehappierandmoreproductivethanthosewhoarenot*
InoInorderfortheCanadianworkforcetointegratethe30x30Challengeintotheir
dailylives,anincentiveforchangemustbeprovidedthatvalidatestheaction
itself
*Source:Evensen,KatinkaH.“RestorativeElementsattheComputerWorkstation:
AComparisonofLivePlantsandInanimateObjectsWithandWithoutWindowView.”
EnvironmentandBehaviour22Aug.2013:n.pag.08Mar.2014.

4. WC:69
UseelevatedproductivityandhappinesslevelsasanincentiveforworkingCanadians
toemploychangeandallowthe30x30NatureChallengetobecomeSecondNature
SpreadingAwareness
Makinggreenspaces
accessibletoourtarget
marketwhilepromotingthe
benefitsofexposuretonature
InspiringAction
Reachouttotop-levelexecutives
toespouseinspirechange
Maintenance
Provideparticipantswithmetrics
sothatspendingtimeoutdoors
becomesSecondNature
Strategy

5. MediaSolution
SpreadingAwareness
•Metronewspapersponsoredcontent
•GoogledisplayAds
•Microsite(second-nature.ca)
•Posterstosupportemployeewell-beingwithintheoffice
•Busshel•Busshelterstransformedintoaccessiblegreenspacesin
urbancentres
•Appdevelopment
•Installationofbeacons*inallgreenspacesthroughout
thecity,automatictrackingofcampaignparticipantsthus
facilitatingaphone-freeoutdoorexperience
*Bluetoothdevicese.g.Estimote

6. MediaSolution
RoleofApp
•Suggestgreenspacesandsetreminders
•Providehappinessandproductivityindexesbasedon
timespentoutside
•Weeklyleaderboardfunctiontocompetewithfriendsand
shareprogress Overallhoursoutdoors
JUNMAYAPRMAR
100
80
60
40
20
0
ProductivityIndicator
TopExplorer

7. MediaSolution
InspiringChange
High-levelexecutivesparticipateandactasbrandambassadors
•Inspirationforotherswhoemulate
•Promotefriendlycompetitionwithincompany
•E-mailsignaturetemplatetopromotefurtherawareness
WC:102
Spend30minoutdoortodayandbecamestress-free!
JohnDoe|ChiefExecutiveOffier

8. Effectiveness/Results
Maintenance
Metricswillbegatheredtomaintainparticipantsawareness
andenablethecampaigntobecomeSecondNature
•Preandpost30daycampaignsatisfactionsurveys
•Monthlytrackingreportsofhappinessandproductivitylevels
Measurementsofsuccess
•#ofappd•#ofappdownloads
•Inappprofileregistrations
•Socialshares(hashtags,mentions,tagsetc.)
•Click-throughratesofdisplayads
•Pageviewsofmicrosite
•Beacondatagatheredfromallinstallationpoints
WC:63

9. davidsuzuki.org
Spendingtimewithnaturefor30minutesadayshouldbecome
aSeconeNaturetoyou
WC:334