Achievers Cullbridge Marketing and Communications | - - PDF document

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Achievers Cullbridge Marketing and Communications | - - PDF document

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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

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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

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Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

This season’s webinars:

Social marketing / behavior change

  • 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
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Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

Designation recognizes

programs and social marketing approaches considered to be among the most successful worldwide

Landmark Case Studies

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
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Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

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

Strengths:

  • Star appeal and use of role

models

  • Great follow-up
  • Diversity of issues and their inter-

connectedness e.g. health and transportation

HSBC Clean Air Achievers

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Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

Strengths:

  • Very transferable to other student

behaviours

HSBC Clean Air Achievers

Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

The Panel wanted to know more about:

  • How barriers were identified and
  • vercome
  • 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)

HSBC Clean Air Achievers

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Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

The Panel wanted to know more about:

  • How much each program element

contributes to overall impact

  • Persistence and longer-term

impacts

HSBC Clean Air Achievers

Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

Tools of Change

  • Vivid, Personalized, Credible,

Empowering Communication

  • Norm Appeals
  • Building Motivation Over Time
  • School Programs that Influence the

Home

This Case Study: What to Look For

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Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

Planning Stages

  • Developing Partnerships
  • Continuous Improvement

This Case Study: What to Look For

Cullbridge™ Marketing and Communications | www.cullbridge.com Tools of Change Highlights Series

Tools of Change Highlights Series

HSBC Clean Air Achievers

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www.cleanairchampions.ca

Athletes Inspiring Action For The Environment

Educate and inspire Canadians to live more active, healthier and sustainable lifestyles

Our Mission

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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)

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A Partner Based Approach

Partnerships:

  • HSBC Bank Canada
  • CN
  • City of Surrey
  • Cono Sur
  • Honda Canada
  • Air Miles for Social Change
  • Ontario Trillium Foundation
  • Telus
  • Environment Canada
  • AllerGen NCE
  • MEC
  • Green Cricket

Sample List:

  • Asthma Society of Canada
  • AllerGen NCE
  • Anaphylaxis Canada
  • Athletes CAN
  • Bullfrog Power
  • Canadian Centre for Ethics in Sports
  • Canadian Network for Respiratory Care
  • Canadian Sport Centres
  • Canadian Urban Transit Association
  • Coaching Association of Canada
  • The Delphi Group
  • Environment /Health/Transport Canada
  • Ontario Physical Health Association
  • Physical & Health Education Canada
  • School Boards (across Canada)
  • True Sport/Sport Matters
  • Universities of BC;SK;NB, Waterloo
  • 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)

  • 30% of Canadian youth are obese (Unicef, 2013)

What Motivates Us

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HEALTHY LIVING

Our Interconnected Message

AIR WATER WELL BEING

What We Do

Educate

  • Curriculum Connected

Programs

  • Lessons and Activities
  • National Challenges

Inspire

  • More Sustainable

Lifestyles

  • Less Fossil Fuel

Consumption

  • Increase in Physical

Activity Levels

Engage

  • Individual &

Group Actions

  • Quantitative &

Qualitative Evaluation

  • Media Reach & Impact
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Passionate and personally connected to inspiring Canadians, particularly youth

Our Champions: Powerful Role Models Sport Careers & Health Impacted

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

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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)

“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

Champion’s Voice

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www.cleanairchampions.ca

HSBC Clean Air Achievers 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

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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

Curriculum Connections:

  • Health & Phys Ed
  • Science
  • Geography
  • Language/English
  • Social Studies

Original Content by:

  • Curriculum Consultants
  • CAC Staff
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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 CO2 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

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Measuring Behaviour

( Trip Entry Steps)

Measuring Transportation:

C02/GHG Physical Activity (km)

Online Tool: Trip Tracker - C02 & KM Calculator

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Shifting Behaviour - Over Time

HSBC/CAA is a catalyst to:

  • Educate youth about the interconnected issues –

Awareness

  • Facilitate active transportation – Safety and Options
  • Encourage family participation – Extend the Influence
  • Inspire through real stories from our athletes – Role Models

Clean Air Champions works to:

  • Engage partners like Active & Safe Routes to School, 60

Minute Kids Club and others

  • Work with national and provincial agencies - Public Health

Champions’ Challenge

Incentive to increase participation

  • Criteria:
  • Highest Active Transportation
  • Most GHG Reduction
  • Most Participants
  • Prizes:
  • $ for Green Initiative Project
  • Fun sporting event with TWO

Champion Olympians

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“I walk to school now because I don’t want to make it hard for people with asthma to breathe.”

Gr.9 student, Toronto, ON

Students’ Voices

“I liked participating in the CAA program because I learned more about how to keep the environment clean, and stay active. It was also inspiring to actually meet a champion - Andrew Haley – because it shows that if you try, and stick to it, you can achieve anything.”

Gr.6 student, Toronto, ON

  • Surveys
  • One-on-One Interviews
  • Focus Groups
  • # of Schools/Groups Reached & Surveyed
  • # of Youth Reached & Surveyed
  • # of Champions Engaged & Surveyed
  • Champion’s Challenge –Participation Rates and Impact
  • Public Feedback via Media, Events and Online

Evaluation: Qualitative & Quantitative

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Main Challenges

  • The School System

Teacher access + time + continuity No $$ Engaging parents and caregivers

  • Fundraising

Adapt - A changed landscape for NFPs Deciding factor re evaluation i.e. long term evaluation Competition – More and more engaging athletes!

  • Technology – Ever Evolving

Access to Computers (schools, camps etc) Outsourcing?

  • Human Resource Turnover

Teachers, Champions, Staff, Funding Partners, and Networks

Solutions & Evolution

  • The School System

Database & Relationships - 14 years in development Targeting ‘Leaders’ – School Board staff; curriculum experts; principals Letters to Parents – Only so much we can do!

  • Fundraising

Longer term relationship development – Private and public sector New Board & Advisory members – corporate door ‘openers’ Exploring Social Enterprise for Charity

  • Marketing – Re-examining CAC from more of a ‘business’ lens
  • Program Shift – Less IT; Less hard science – More Champion time; More

active engagement; More action based events/activities

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Solutions & Evolution cont’d…

  • Technology

Reduced reliance on technology Increased Champion’s interaction and engagement with audience IT partner/funder (or contract externally)

  • Human Resources Turnover

Communicating with teachers at key times – Reminders to pre-register early in the new school year Newsletters; Solicit new Champions – active and retired athletes Funding a major factor in staff turnover – costly to charity

Teacher’s Voice

“We had our presentation with Gabriel Beauchesne- Sévigny today. It was amazing! He did such a great job

  • f tying in striving for goals, achievement with sports and

the environment. The kids were so excited to meet an Olympian in person. He talked about his sport and showed videos that had the kids in awe. When Gabriel talked about the environment, it was in a very kid friendly way, and with such passion! I would (and will!) definitely recommend Gabriel to other schools after such an incredible, and unique experience.”

Teacher at Williamson Road P.S., Toronto, ON

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  • New Theme:

Healthy Living:

  • Linking corporate sustainability to

workplace health and wellness

  • Launch 2014
  • Expand our Reach:
  • Corporate – Multi Level Programming
  • ‘Get Active’ Campaigns
  • Social Media
  • International Affiliates?

On the Horizon Contacts

Deirdre Laframboise BES, MES

  • r Joséphine Hénault MES

Co-founder and Executive Director Program Manager Clean Air Champions 613.730.7353 office deirdre@cleanairchampions.ca josephine@cleanairchampions.ca

www.cleanairchampions.ca / www.championsdelairpur.ca

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www.cleanairchampions.ca