What does biodiversity eat in winter?
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MELCCFP
Overview
Launched in 2024, the Quebec Nature Plan aims to conserve 30% of the province’s ecosystems by 2030. But to achieve social acceptability, the public needed to understand the importance of healthy biodiversity. To do so, the ministère de l’Environnement, de la Lutte contre les changements climatiques, de la Faune et des Parcs turned to us.
Reconnecting people with the world around them.
Our challenge?
Encourage Quebecers who have become disconnected from nature and have difficulty perceiving the benefits of biodiversity in their daily lives to recognize the importance of protecting natural habitats, while demonstrating that biodiversity is precious to their quality of life. It was no small feat!
Flora, fauna and ecological benefits.
To raise awareness about the importance of biodiversity, we ran two 30-second spots in traditional media, highlighting the vital role different species play in providing ecological benefits.
With a friendly spokesperson for biodiversity, the spots featured characters discovering the beautiful natural world surrounding them, and above all its merits. By generating an affinity for nature and explaining its impact on our lives, we increased social acceptability of the Nature Plan’s measures to protect natural habitats.
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