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WWF Canada asked for an OOH campaign to make people think about the effect of garbage on Canadian shorelines - and to drive sign up for The Great Canadian Shoreline Cleanup. Our target was socially conscious Canadians from coast-to-coast, with a focus on major markets like Toronto and Vancouver.
The real impact of garbage on Canadian shoreliens is that it drives wildlife out of their habitats – and can even kill them. By humanizing (or rather, wildlife-izing) the problem, we could give people a tangible reason to care.
WWF Canada has chosen to continue running the campaign for a second year, and it has driven sign-up for the Great Canadian Shoreline Cleanup all across the country.