Inspired by 1950's B horror movies, we created a real government propaganda campaign against the four biggest threat's to Ontario's ecosystem. This campaign was the first test for the Ministry of Natural Resources's new digital marketing team and as the only creative onboard, the concept, strategy and execution fell onto my plate.
Targeting the Audience
As an awareness campaign dominated by social media, our audience became a key part of the strategy. Keen outdoor "hobbyists" (anglers, boaters, gardeners, hikers and cottagers) are emotionally involved with Ontario's land and waters. If invasive species took hold in an angler's favourite lake, their days of fishing walleye would be over. These hobbyists were also more likely to come into contact with an invasive species; therefore it was important to make sure they knew how to identify an invader, report its presence and stop it from spreading. I created special materials targeted to these hobbyists, casting them as heroes in the fight against invading species.