Connect to Climate Action

Royal Roads University (RRU) and Vancouver agency Will have launched a new campaign that aims to help professionals make climate action a meaningful part of their careers.

Research has shown that an overwhelming number of young people and young professionals are struggling with climate anxiety. They’re concerned about climate change, how it’s disrupting their industries, and, most importantly, how it’s impacting their communities. They want to take action, but don’t know how, or even if, they can make an impact individually.

RRU is here to make climate action accessible, approachable and realistic. Instead of treating climate action as a niche, the university sees it as a necessity and is focused on integrating aspects of climate action and leadership into every program it offers. This way, students have the skill set to make climate action a part of their career and can realistically start moving their organizations and industries towards a more climate-focused future.

“Going out and telling people to change the world all on their own isn’t realistic,” said Susan Gee, Vice President of Communications and Advancement with Royal Roads University. “Instead we’re focusing on how we can help professionals develop the skills, confidence and network to make climate action a meaningful part of their current career path. It’s not about changing the world, it’s about empowering people to change their small part of it and embracing our power as a collective.”

To bring this idea to life, Will worked with KIDDO Films to create a seamless rotating technique, captured in-camera, that transports a professional from a bustling office to a lush forest, drawing a direct connection between the actions people take at work and the impact they can have on the environment outside of it.

“Climate action is a hugely complex topic, and can feel overwhelming. Our goal is to help people see that taking action doesn’t have to be an all-or-nothing endeavour,” said Will Executive Creative Director Lisa Lebedovich. “You don’t have to quit a career you love or short-change your dreams to make a difference in your community and your industry. And RRU is the best place to learn how to do just that.”

The videos are supported by print executions that use a similar mirroring technique to show the connection between various careers and climate action. The main awareness campaign is running across digital, social, print and OOH media and is supported by phased tactical campaigns that highlight the benefits of specific RRU programs.

The campaign is currently in market across Canada and runs until the end of March 2023.