2020 Winner

CASE SUMMARY

Ahead of the 2019 Canadian elections, Protect Our Winters (POW), a non-profit fighting climate change, created the “Fact Avalanche,” an online tool designed to #FactBack against climate change misinformation and skepticism on Twitter. With help from Hootsuite, the tool followed the Twitter accounts of influential climate change deniers and political figures. Every time a falsehood was tweeted, an alert was sent to each user (who had joined via SMS, email or Slack), inviting them to respond with scientific facts from a bank built in partnership with Canadian universities and the Interdisciplinary Centre on Climate Change – burying the falsehood under an avalanche of truth. Fact GIFs and stickers were also created for use on Facebook, Instagram, TikTok, Reddit and other platforms. Come election time, the “Fact Avalanche” drove 25 million impressions and generated a 300% increase in followers on POW’s Instagram page.

Credits

Protect Our Winters Canada:
Executive Director : David Erb
Marketing Coordinator : John Meisner Program Director : Izzy Lynch

ECD Global: Kristian Manchester
ECD Montreal: Alex Bernier
Creative Director: Jonathan Lavoie
Art Director: Jonathan Lavoie
Copywriter: David Allard
Designer: Anthony Morell, Philippe Cossette
Graphic designer :Sarah-Jeanne Turgeon

WEB DEVELOPMENT TEAM
Product Owner:Amine El Kinani
UX designer : Anne-Marie Champoux
Back End Developer: Pascal Rioux
Front End Developer: Jonathan Brule

CONTENT TEAM
Content Strategist: Catherine Martel
Content Creative : Jean Bart
Community Manager :Anne Murray-Potvin, Lillian Blouin
Content planification partner: Hootsuit

Account Director: Ariane Poitras
Account executive: Sarah Maude Raymond
Global Head of Public relations: Katia Aubin
Public Relations Coordinator: Kristel Dupont
Public Relations: BICOM

SIDLEE STUDIO / PRODUCTION
Production house : Sid Lee Studio
Producer: Saskia Von Lignau
Editor: Sarah Berube
Creative Director Motion: Olivier Valiquette
Motion Designer: Valerie BourdonMusic Composition and Sound Edit: BLVD Studio / Boogie Collective
Post Production: Mathematic Studio