Canada’s Clean50
In 2011, Up Marketing was engaged to introduce a new designation of championship. The Clean50 were to be 50 individuals recognized for an outstanding contribution to sustainability in Canada in the previous two years. To this effect, Up Marketing was engaged to create the brand along with its related visual collateral and introduce the Clean50 to the marketplace.
This we accomplished through national introduction of the competition and invitations for nominations in Corporate Knights Magazine and at their annual Gala. Corporate Knights were also engaged to provide research support and to present coverage of a selection of honourees and the Clean50 Summit in a dedicated magazine section, produced by Up Marketing.
We also developed a Clean50 sponsorship opportunity and initiated the Clean50 video program, which provided honourees and their organizations an opportunity to tell the story behind their recognition and to further promote, network and educate under the Clean50 banner.
Clean50 media coverage was subsequently expanded to presentation of the winners in a Clean50 newspaper feature in the national edition of the Globe and Mail, in which we offered each honouree the opportunity to have the story behind their award shared with the country in custom produced editorial.
The Clean50 has progressed on to include Canada’s top Sustainability Projects and Emerging Leaders. The annual Clean50 Summit and Award Ceremony’s speakers have included provincial premiers, Ontario’s Lieutenant-General and many of Canada’s greatest clean-tech leaders and innovators.
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