Canadian Centre for Energy Information

The Challenge The Centre for Energy strives to improve the energy literacy of Canadians. To this end, the Centre for Energy wanted to develop an education program to position itself as a trusted source of Canadian energy information prior to the 2009 United Nations Conference on Climate Change in Copenhagen (COP15).

The Solution The Studio helped develop a 75-day campaign to support the Centre for Energy’s annual energy literacy survey. The theme was a virtual road trip hosted by a character named ‘Norm’ who invited visitors to discover Canada’s energy system with him. His daily tour stops pointed visitors to the Centre for Energy’s interactive energy map as well as partner and government sites for more information. The program included energy stat sheets for each province and territory. It ended as COP15 began.

The Results The Centre for Energy enjoyed both national and regional media coverage of the survey results and energy education campaign. Website traffic increased seven per cent during the campaign run and the accompanying Twitter campaign earned an average follower growth rate of 25 per cent.