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: