Environmental Defence/Forest Ethics

December marked a critical month in the battle against climate change. With scientific evidence indicating that climate change is already surpassing predicted levels, the UN Climate Conference in Copenhagen was a crucial time for Canadians to let Stephen Harper know that they care about the environment and want action taken.

While many Canadians are aware of climate change, most didn't view it as a personal issue. To get them to take action, it had to be personal. Mothers vote and care, making them the ideal target. They fret about school choices and extra-curricular activities, yet were not doing anything to safeguard the world their kids will inherit.

The video “Demonstration,” depicting a mob of pint-sized protesters, served as the emotional catalyst to enlist moms. It began as a PSA for TV which was re-cut for online use as well. A call to action at the end of the film drove to Takeactiononclimatechange.com, the official website for Moms Against Climate Change.

On the site, and through Facebook and Twitter, parents were asked to upload photos of their children to appear on wall projections in Ottawa reminding Stephen Harper who he really represents in Copenhagen.

After just a few weeks in market, the campaign was featured in over 100 national and international media outlets (print, broadcast and blogs) including multiple broadcast features on CBC News, and stories in the Globe and Mail, National Post, Vancouver Province, Vancouver Sun and Toronto Star.