The goal of this marketing campaign is to capture the attention of the target audience from a bold, yet humorous point-of-view, by creating a memorable statement and encouraging youth to participate in the City’s planning strategies. The City of Vancouver launched the City-wide Plan, a strategic long-term plan that guides the development of the city towards 2050 goals addressing issues such as population growth, immigration, diversity, and climate change. During Phase One, this program listens to all the voices in Vancouver, especially from young people ages 15 to 25, who are abundantly aware of the problems climate change brings to our city.