Challenge
The Cannes Young Lions Teams were asked to create and submit an innovative media strategy within 24 hours. The assigned media brief was in partnership with the Nature Conservancy of Canada. The demand was a media strategy that builds engagement and involvement from Young Canadians (ages 25-30) that are deeply worried about the environmental crisis. This demographic understands that solving climate change will require a collective effort, and compensate in meaningful impact and change-making in determination rather than monetary means. The overarching strategic goal is to drive conversions to the donation and sign-up links.
Solution
My team member and I designed a novel media strategy through the creation of an official NCC browser extension. The extension concept combined affiliate marketing with practical user applications, seamlessly linking everyday browsing habits to ecological impact. Every download would generate both a sign-up and a donation, making participation effortless while driving measurable support for NCC. This solution transformed routine web use into an engaging, environmentally friendly act, lowering the barrier to action and turning digital behavior into tangible conservation outcomes.
