ECO Canada Connecting Paths & Wage Funding

ECO Canada supports Canada's environmental workforce through programs including wage funding, Environmental Professional certification, and post-secondary accreditation.

Connecting Paths addressed national brand awareness and helped audiences understand how ECO Canada's programs support environmental careers.

The wage-funding campaign focused on attracting host employers and encouraging submissions to the program's eligibility quiz.

For Connecting Paths, my team and I began with a brand audit and a consistent message connecting ECO Canada's programs. We developed scripts and storyboards and provided art direction, partnering with Westside Studio in Toronto for production. English and French commercials ran through national television, out-of-home, and online advertising. A second commercial and campaign followed, with two e-books and a landing page supporting lead generation.

For the wage-funding program, we combined campaign creative and an animated explainer with Google Search, display and retargeting, Facebook, LinkedIn, out-of-home, and YouTube advertising. Interview films featured funding recipients in Toronto, Victoria, and Kelowna, directing potential employers toward the eligibility quiz.

Our work also included films about ECO Canada's other programs. The website redesign is featured in a separate case study, linked below.

Across our broader ECO Canada engagement, a national campaign generated more than 2,000 new leads.

The wage-funding campaign increased eligibility-quiz submissions and qualified leads.