Our Time To Guard False Creek

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Our project is an Integrated Marketing Communication proposal whose ultimate goal is to inform and raise awareness about the current problem False Creek is facing due to climate change and sea level rise. The campaign is focused on Vancouver citizens playing a role as life guardians, knowing it is time for a change, evolution and transformation.

School:

Langara

Course:

Integrated Marketing Communications (MARK 4820)

Instructors:

  • Frederica Jensen

City of Vancouver:

  • Angela Danyluk

Student Team:

  • Melissa Lagunes
  • Maria Jose Espinosa
  • Natalia Rodriguez
  • Pranav Malik

Term:

Summer 2022

Summary

Our project is an Integrated Marketing Communication proposal whose ultimate goal is to inform and raise awareness about the current problem False Creek is facing due to climate change and sea level rise. The campaign is focused on Vancouver citizens who enjoy False Creek in their everyday activities, knowing it is time for a change, evolution and transformation.

Everyone plays a role in facing the challenges posed by climate change. It is not a confrontation against nature, it is a process of adaptation and respect for nature. As guardians of False Creek, children, young people, adults and older adults can contribute with their actions of care. Within the Sea to City Design Challenge plan, this project connects knowledge, actions and proposals to guard False Creek. We are all guardians, what are your actions to guard life?

The project will be implemented to communicate in a hopeful way the changes coming to False Creek and the new urbanization plan. Community engagement will be our main focus since we are looking to create the whole campaign from their perspective inviting them to collaborate during interviews for social content, our race event, visiting the mural about sea level rise and most importantly, making them aware of how they can contribute to slower the process by reducing their carbon footprint.

This project will include different channels to take action:

  • Community participation event in a 3km race around False Creek.
  • Video and audio ads that inspire actions as guardians.
  • Digital strategy to raise awareness about the rise in sea level and the impact on our environments.
  • Out-of-home advertising strategies in key locations in Vancouver to promote actions to guard. 

 

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