Earth Day Canada - Earth Day is Leg Day

Earth Day Canada wanted people to walk or bike to work during the month of April to reduce carbon emissions. But people don’t think individual action has an impact on the environment. So we embraced a strategy of ‘selfish activism’ and began looking for something we could offer people in return for the ask. We focused on exercise as the reward for walking or biking to work, rebranding Earth Day as ‘Leg Day’ – a fun way to catch up on missed gym leg days. Partnering with Strava, we challenged Canadians to log 10 sustainable commutes in a row for a chance to win prizes like e-bikes, gym memberships, transit passes, and city bike access.

The campaign engaged 40,000 participants nationwide, logged over 7.8 million kilometers (800% of our target), eliminated 1 million kilograms of carbon emissions, and generated 9.5 million social and Strava impressions.

Shorty Award - Gold, Contest/Challenges
Shorty Award - Silver, Call to Action