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E A R T H D A Y . C A
E A R T H D A Y 2 0 1 8C A M P A I G N O V E R V I E W A N D H O W T O G E T I N V O L V E D
Consume less. Play more.
Connecting people across Canada to
nature and the environment through
outdoor play and learning.
Particularly young people, many of
whom spend the majority of their
time indoors and may suffer from
“nature-deficit disorder”.
Those who are connected to their
environment are happier, healthier
and more resilient.
Connection with the natural world is
an essential experience to foster
environmental awareness and
engagement.
our mission
E A R T H D A Y . C A
we believe
2
F O R E A R T H D A Y 2 0 1 8
We’re calling on Canadians to show they value nature and outdoor
play. Mowgli, the iconic character from The Jungle Book, is
re-imagined by Canadian animators Kidoons, and the modern
Mowgli is looking for ways to play and connect to nature in
Canada’s “urban jungle.”
In our promotional videos, Mowgli and Deb Doncaster, President
of EDC, talk about the importance of outdoor play, and showcase
how people in schools, cities and neighbourhoods are finding new
and interesting ways to connect to the outdoors and play outside.
E A R T H D A Y . C A 3
Consume less. Play more.
Canada, show Mowgli how YOU play in the urban jungle Call to action:
Front-row tickets to see The Jungle Book live theatre production in Toronto Prize:
E A R T H D A Y . C A 4
ADVENTURE PLAY CROWDFUNDING CAMPAIGNCanada once had adventure playgrounds, and Earth Day Canada is
working hard to bring them back — because adventure play gets kids
outside, active and stimulated, keeping them happy and healthy.
Adventure play fosters inclusion and a deeper sense of community.
Last year we lead a crowdfunding campaign - and surpassed our goal,
raising more than $27,000! This year, Earth Day Canada, the
Children’s Discovery Centre and 8 80 Cities have put in a bid for a
revitalization of Ontario Place, including an outdoor play hub and
adventure playground.
Through research, programming and advocacy, Earth Day Canada is
changing play across the country by giving children:
time
permission
materials
To play outside freely, without having the structure or pressure of
goal-oriented programming.
To play in a self-directed way - with all of the risks that studies show
are essential for children to develop physically and emotionally.
In our limited urban environment, we use loose parts (upcycled boxes,
tools, tires, etc.), to mimic the variety found in nature and give children
an opportunity to use their imagination, and create as they please.
Our crowdfunding campaign is focused on supporting
adventure play with a drive to collect loose parts and secure
a vehicle to transport them to our EarthPLAY events.
E A R T H D A Y . C A 5
EARTHPLAY EVENTWe will host a POP-UP Adventure Playground at a central Toronto
location (Ontario Place, Nathan Phillips Square, Green Living Show -
exact location TBD), inviting public officials, celebrities and families to
engage in outdoor play that:
The event is also a loose parts drive to support our EarthPLAY programs.
We hope to partner with Mercedes Canada, to use one of their Sprinter
vans for collecting and delivering "loose parts" as part of our Earth Day
crowdfunding campaign to support adventure play in schools and parks
across the GTHA.
Earth Day Canada will also partner with Springfree Trampolines Canada,
whose mission is to encourage families to "Go Outside and be Active.
The event will feature trampolines and Rosie MacLennan – 2012 Gold
Olympic medalist and 2016 Team Canada Olympic Flag Bearer, plus a
contest to win one.
builds physical and emotional resilience
sparks creativity and innovation
strengthens social bonds, and builds equity
fosters environmental stewardship, agency and
leadership
A 30-day social media campaign will
demonstrate inspiring ways people can play
outside. Mowgli will feature differently in each
photo. Then – during Earth Month – it’s your turn,
Canada. Post a photo on social media showing
Mowgli how YOU play, tagging @EarthDayCanada
and using #EarthPLAY #EarthDay2018.
A winner will be chosen by a random draw to win
tickets to see The Jungle Book live in Toronto.
S O C I A L M E D I A
I N F L U E N C E R S
We will lead an influencer campaign,
engaging prominent Canadian athletes,
politicians, play advocates and nature
enthusiasts to share their favourite way to
#EarthPLAY
For Earth Day 2017 we worked with:
- Prime Minister Justin Trudeau
- David Suzuki
- Silken Laumann
- Mike Holmes
...and more!
6
F O R E A R T H D A Y 2 0 1 8
EcoKids.ca will give schools resources for participating in outdoor
play for Earth Day.
engaging school communities
Sony Canada has partnered with EcoKids to give schools across
the country an opportunity to win one of 10 Sony ActionCams by
demonstrating their commitment to outdoor play.
School communities submit a photo or video to EcoKids for a
chance to win.
Assemblies & activations EcoReporters contest
Tool kits, posters and guides to host an
Outdoor Adventure Play Day to celebrate
Earth Day.
A fun, inspiring activation video featuring
Earth Day Canada President Deb Doncaster
will be available for screenings at school Earth
Day assemblies.
7
Earned media impressions
(Global News, CP24, CBC news,
The Globe and Mail, Toronto Star, Metro
Media, The Weather Network, etc.)
Media release impressions
M E D I A
Facebook impressions
Twitter impressions
S O C I A L M E D I A
EarthDay.ca April 22 page views
EarthDay.ca April 2017 page views
O N L I N E
55,182,131
3,482,317
88,000+
145,000+
76,000+
200,000+
Our campaigns have impact! Here are some highlights
and key achievements of the Earth Day 2017 campaign
8
S P O N S O R S H I P O P P O R T U N I T I E S
There are plenty of high-impact benefits available through sponsorship of the Earth Day 2018 campaign, activations or
family-friendly public events during Earth Week.
E A R T H D A Y . C A 9
lead sponsor: $15,000
Across-the-board branding (website / videos / print collateral)
Collaborative, cross-promotional social media campaigns
Speaking opportunities / media profile at public events
National media release
Editorial content in EDC newsletters (19,000 subscribers)
Average age: 25-44 Gender: Female (69%) Household income: $75k-$200k
Consumer style: Engaged with premier brands and healthy living
audience:
S P O N S O R S H I P O P P O R T U N I T I E S
If you'd like to sponsor the Earth Day 2018 POP-UP Adventure Play event on April 22, there are numerous benefits:
event sponsor
Sponsor recognition on the EarthDay.ca website
Public speaking opportunity with an audience of public officials
Collaborative, cross-promotional social media campaign
Inclusion of brand logo on promotional materials
Mention in EDC newsletters (19,000+ subscribers)
Past sponsors
have included:
E A R T H D A Y . C A 1 0
S P O N S O R S H I P O P P O R T U N I T I E S
If you'd like to help us promote our EarthPLAY programs, provide prizing, travel or a matched donation as part of the
Earth Day 2018 crowdfunding campaign, there are plenty of opportunities. Let's talk!
promotional sponsor / prizes
Sponsor recognition on the EarthDay.ca website
Collaborative, cross-promotional social media posts
Inclusion of brand logo on promotional materials
Mention in EDC newsletters (19,000+ subscribers)
Contact us to learn moreDeb Doncaster, President, Earth Day Canada
deb@earthday.ca / 416-599-1991 Ext. 111
Past sponsors
have included:
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