Table of Contents 6 2012 OVATION Awards Winning Entries

OVATION Awards Winning Entry
Communication Management
Social Responsibility including Economic, Societal and Environmental Development
AWARD OF EXCELLENCE
Entrant's Name: Stephanie Kohls
Organization's Name: Environmental Defence Canada
Division: Communication Management and Communication Skills
Category: Social Responsibility
Title of Entry: Penelope4Ontario
Time Period of Project: Late August 2011 – Early October 2011
Brief Description: Environmental Defence raised awareness leading up to Ontario's October 6, 2011 provincial
election with a mock non‐partisan election campaign featuring an 8‐year‐old candidate who was serious —
“pantsuit serious” — about environmental issues. The campaign's premise was that although children can't vote,
they have to live with the long‐term outcomes of our environmental choices. Throughout her campaign,
“Penelope” encouraged Ontarians to vote with her future in mind.
Business Need/Opportunity
Environmental Defence is Canada’s most effective environmental action organization. Our mission is to
challenge and inspire change in government, business and people, and we do so through research,
education and advocacy work.
While our work spans a broad array of national issues, some of our key campaigns are geographically
based in Ontario, including Greenbelt, green energy, and water. Faced with an upcoming provincial
election and potential post‐election threats to our key campaign areas, we recognized a need to bring
environmental issues to the forefront, to engage voters, and to strengthen these campaigns by
providing a platform for party leaders to make environmental commitments. The election also offered
the opportunity to raise brand awareness of our organization and to highlight Environmental Defence as
the leading group behind these issues.
The challenge presented to us was how to gain voters' attention and be heard amidst the noise from
other hot election issues (e.g. education, health, etc.), while remaining completely non‐partisan in our
messaging and working within non‐profit budgetary constraints.
Intended Audience
The Penelope4Ontario campaign targeted Ontarians of voting age (18+), with a focus on those not yet
engaged in environmental issues. The campaign used a light‐hearted approach to a hot‐button issue to
stand out and make environmental issues more palatable for those who might not otherwise consider
them when voting.
Penelope4Ontario also targeted leaders of Ontario's political parties (Progressive Conservative, Liberal,
NDP and Green) with the aim of securing solid environmental commitments before the election.