Earth Month: Climate Change Action Plan Building Communities

This summary of the Ontario Government’s actions in fighting climate change powerfully delivers the key information through an essay-like video backed by an engaging bassline beat. 

Screened May 2018 | 97 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened May 2018 | 97 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0:00- 0:11; 0:21-0:51; 1:10-end]

  • Water Sounds. Text on screen that reads: When it comes to fighting Climate Change, it takes a Community. That’s why we’re investing in yours. 

  • The signposting (ex: Communities that ride together) and details to support each (ex: adding new bike lanes, new bike parking, and developing new cycle plans across municipalities) are supported by clearly linked visuals, which together lift all three metrics of Attention, Connection and Encoding. 

  • The re-investment of energy savings in things that matter to the people of Ontario: “Because communities count when we need them most: Using energy savings to improve patient care at 98 hospitals.” 

What fails to engage?

[0:16-0:20; 0:52-0:59]

  • Installing 140,000 no-cost smart thermostats through the Green Ontario Fund

  • Adapt Together – Working with 60+ First Nations communities to prepare for climate change


For more information about how to read this analysis, click here.