Achievers Cullbridge Marketing and Communications | - PDF document

4/17/2014 Tools of Change Highlights Series HSBC Clean Air Achievers Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series 1

4/17/2014 This season’s webinars: Social marketing / behavior chang e • Case studies ( sustainable transportation and energy efficiency) • Social marketing instruction / review Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series Transportation Webinars 1. Stockholm’s Congestion Pricing 2. HSBC Clean Air Achievers Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series 2

4/17/2014 Landmark Case Studies Designation recognizes programs and social marketing approaches considered to be among the most successful worldwide Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series 2013 Peer Selection Panel • Mark Dessauer, Blue Cross Blue Shield of North Carolina Foundation • Jacky Kennedy, Green Communities Canada • Ryan Lanyon, City of Toronto • Nathalie Lapointe, Federation of Canadian Municipalities • David Levinger from the Mobility Education Foundation • Patricia Lucy, Translink • Geoff Noxon, Noxon Associates • Chuck Wilsker, U.S.Telework Coalition • Phil Winters from CUTR and the University of South Florida Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series 3

4/17/2014 Landmark Case Studies Rated by a peer-selection panel based on: • Impact • Innovation • Replicability • Adaptability Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series HSBC Clean Air Achievers Strengths: • Star appeal and use of role models • Great follow-up • Diversity of issues and their inter- connectedness e.g. health and transportation Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series 4

4/17/2014 HSBC Clean Air Achievers Strengths: • Very transferable to other student behaviours Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series HSBC Clean Air Achievers The Panel wanted to know more about: • How barriers were identified and overcome 1. Related to the activities being promoted (e.g. making it safer to walk to school) 2. Related to implementing the program (e.g. parent apathy) Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series 5

4/17/2014 HSBC Clean Air Achievers The Panel wanted to know more about: • How much each program element contributes to overall impact • Persistence and longer-term impacts Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series This Case Study: What to Look For Tools of Change • Vivid, Personalized, Credible, Empowering Communication • Norm Appeals • Building Motivation Over Time • School Programs that Influence the Home Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series 6

4/17/2014 This Case Study: What to Look For Planning Stages • Developing Partnerships • Continuous Improvement Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series Tools of Change Highlights Series HSBC Clean Air Achievers Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series 7

4/17/2014 Athletes Inspiring Action For The Environment www.cleanairchampions.ca Our Mission Educate and inspire Canadians to live more active, healthier and sustainable lifestyles 8

4/17/2014 Our Impact  Educated over 225,000 youth across Canada  Reached over 25 million Canadians via media/broadcast and public events Highlights  Pioneered 6 national, award winning curriculum- connected programs on environment and health issues  Winner of 2 recent prestigious international awards:  IOC 2013 World Sport and Environment Award  2013 Landmark 'Tools of Change' International Best Practice  Hosted first ever Sustainability Engagement Booths at 2010 Winter Olympic Games (Vancouver and Whistler)  Developed internationally acclaimed Coaches’ eLearning Module (air quality, respiratory health and allergy) 9

4/17/2014 A Partner Based Approach Sample List: Partnerships: • Asthma Society of Canada  HSBC Bank Canada • AllerGen NCE  CN • Anaphylaxis Canada  City of Surrey • Athletes CAN • Bullfrog Power  Cono Sur • Canadian Centre for Ethics in Sports  Honda Canada • Canadian Network for Respiratory Care  Air Miles for Social Change • Canadian Sport Centres  Ontario Trillium Foundation • Canadian Urban Transit Association  Telus • Coaching Association of Canada • The Delphi Group  Environment Canada • Environment /Health/Transport Canada  AllerGen NCE • Ontario Physical Health Association  MEC • Physical & Health Education Canada  Green Cricket • School Boards (across Canada) • True Sport/Sport Matters • Universities of BC;SK;NB, Waterloo What Motivates Us  30% of Canadian youth are obese (Unicef, 2013)  Over 21,000 Canadians die prematurely each year due to air pollution (Canadian Medical Association, 2008)  1 in 4 Canadians (9 million) lives with diabetes , undiagnosed diabetes, or pre-diabetes (CDF, 2013)  Asthma is #1 chronic disease among children 4 to 11 years (15.6%) (Asthma Society Canada, 2012)  Transportation causes 30% of greenhouse gases that contribute to smog and climate change (Environment Canada, National GHG Inventory, 2011) 10

4/17/2014 Our Interconnected Message AIR HEALTHY LIVING WATER WELL BEING What We Do Educate Inspire Engage  Curriculum Connected  More Sustainable  Individual & Programs Lifestyles Group Actions  Lessons and Activities  Less Fossil Fuel  Quantitative & Consumption Qualitative Evaluation  National Challenges  Increase in Physical  Media Reach & Impact Activity Levels 11

4/17/2014 Our Champions: Powerful Role Models Passionate and personally connected to inspiring Canadians, particularly youth Sport Careers & Health Impacted 12

4/17/2014 Hayley Wickenheiser – Women’s Hockey 6x Olympian and 4 X Olympic Gold Medalist Andrew Haley – Swimming Paralympic Gold Medalist and 2x World Champion 13

4/17/2014 Powerful, Effective Media Tools Champion Lisa Bentley: 11 x Ironman winner Suffers from: Asthma, Allergies & Cystic Fibrosis 30 second PSA 50 million broadcast hits (2010) Champion’s Voice “ I live and train in the outdoors and hope my children will be able to ski down a glacier and go canoeing down the pristine Bow River. We all have a vested interest in clean air and water and it is essential to life. I have a personal responsibility to reduce my consumption and hope I can lead by example. ” Champion Sara Renner – Olympic Silver Medalist (Turin, 2006) Cross Country Ski 14

4/17/2014 HSBC Clean Air Achievers www.cleanairchampions.ca HSBC Clean Air Achievers National - Grades 6 to 9 - Bilingual Program Goals: 1. Educate – Transportation, air quality, climate change, health 2. Increase – Sustainable and active transportation (biking, walking, carpooling etc.) 3. Reduce - Greenhouse gas (GHG) emissions 15

4/17/2014 HSBC Clean Air Achievers History: • Two years of pilot research: age, components, IT Includes: • Unique website with GHG calculator (Trip Tracker) • Comprehensive, curriculum-connected, in-class activities • Champions’ presentations • Every student recognized with an award • Champion’s Challenge – Incentives and fun sport day Accepted by school boards across country including TDSB- Eco- Schools and listed in ‘ Resources for Re-Thinking ’ (LSF) Curriculum-Connected Activities Original Content by: • Curriculum Consultants • CAC Staff Curriculum Connections: • Health & Phys Ed • Science • Geography • Language/English • Social Studies 16

4/17/2014 Program Impact since 2007  28% average reduction in GHG emissions  34% average increase in active transportation  201,877 km in active transportation  17, 765 kg in CO 2 emissions reduced Program Targets: 2013 – 2014 Goal: 112 Schools Actual: 61 Set Minimum Audience Size: 65 Youth Reach: 6,000 Youth Reach: 7,717 Result: Reaching 1000s more youth who are more aware of the interconnected issues 17

4/17/2014 Measuring Behaviour ( Trip Entry Steps) Online Tool: Trip Tracker - C0 2 & KM Calculator Measuring Transportation :  C0 2 /GHG  Physical Activity (km) 18