Ministry of Environment
Green Ontario Fund - Rebate Home Show

The Challenge

Climate change is one of the greatest challenges facing mankind – melting glaciers, stranded polar bears and smog-filled skies are the images called to mind when we think of climate change.

But motivating people to make changes to reduce their carbon footprint is more challenging. Efforts in other markets have proved fear-mongering is ineffective. The Ontario Government’s new Green Ontario Fund and GreenON program provided home owners with simple initiatives and rebates to help fight climate change.

While the reimbursements were significant, the challenge was Ontarians weren’t necessarily thinking of making environmental changes, nor were they tuned into the issue of climate change on a personal level. Years of climate change communication made the issue too remote. To be successful, this wing of the government had to the change the climate change conversation.

The Insight

A search of the academic literature revealed two insights: People continually judge the risks of climate change to be more likely and more serious for other people and places, than for themselves and it’s only when people understand they have personally experienced the effects of climate change, that they are more likely to be concerned about the issue and actively support policy actions.

These insights were echoed in the agency’s research: there is unequivocal agreement among Ontarians (92%) that climate change impacts, like severe weather and flooding, occur in other parts of the world. And, only 8% of Ontarians agree they’ve felt significant effects personally.
Understanding this, the team needed to reframe the conversation of climate change from remote and serious. It needed to show Ontarians that positive action could be taken to personally reduce their carbon footprint.

The Plan

The agency avoided environmental conventions that focus on responsibility and the urgent need for action. Instead, it favoured a lighthearted approach that targeted the eco-friendly and renovations space, bringing the benefits of GreenON climate change programs to life in a relevant, personal and positive way.

Rebate Homeshow: To show homeowners the programs and rebates they could actually use in their home, the team built an actual home. Like a walk-through coupon book, the Rebate Homeshow was retrofit with six rebate-eligible upgrades, and wrapped in an eye-catching, of-the-moment tiny house that was artfully designed in a tone-on-tone design, to create buzz around the rebates.

GreenON Ambassador: The agency partnered with TV and Renovation Expert, Kate Campbell, who participated in the build of the Rebate Homeshow, delivered campaign key messages and drove awareness of the GreenON rebates, through her social channels, and media appearances.

GreenON Micro-Influencers: The team identified three Ontario-based, influencers in the areas of environment, DIY, and home lifestyle. Through Instagram, they drove awareness of the GreenON rebates, and the Rebate Homeshow activations, delivering the GreenON message in a visually compelling manner. Paid promotion of their content helped the brand further reach its target.

Media Relations: Timely pitches and camera calls highlighted the GreenON Ambassador, the Rebate Homeshow, and a call-to-action on how consumers could save money and fight climate change. The press release targeted local and national online, print and broadcast outlets that covered the home/renovations, finance and environmentalist beats; inviting them to discover the Rebate Homeshow activations, speak to GreenON Ambassador and learn about the GreenON rebates program.

Activations: The agency brought the Rebate Homeshow on the road, directly to Ontarians in high-density traffic locations in Toronto that targeted both the home renovator and environmentally conscious. The team launched at Evergreen Brickworks with a three-day activation, followed by a 10-day activation at the National Home Show. On-site brand ambassadors encouraged guests to enter the Rebate Homeshow, while educating them about GreenON and rebates featured in the home.

The Results

Media interest was enthusiastic about the unconventional Rebate Homeshow, generating a total of 6,640,100 earned PR impressions including online and broadcast segments on Global News Toronto, Toronto Star, Toronto Sun, and Canadian Living. An additional 1,126,051 people were also reached through Instagram and Facebook.

In total, the Rebate Homeshow engaged more than 179,000 Ontarians. 847,750 people visited GreenON.ca and 175,322 Ontarians registered for GreenON rebates. Of those, more than 50,000 Ontarians took the further step to install a smart thermostat in their homes and register for the rebate.