Case Study

Nature-based ​Climate solutions

CHALLENGE

Climate change is the biggest, most pervasive threat facing humanity. ​From heatwaves, to wildfires, floods, tropical storms, and hurricanes ​they’re all increasing in scale, frequency, and intensity. The Deloitte ​Climate Office realized the urgency and recognized that Nature-Based ​Climate Solutions offered a significant opportunity to take steps in the ​right direction.

Understanding that Indigenous Peoples have long been stewards of the ​land, Deloitte saw an opportunity to take an Indigenous-led approach by ​facilitating opportunities for the critical knowledge held by Indigenous ​Peoples to help navigate and lead as together we find ways to adapt to ​climate change. To do so, they held forums where they met with experts ​from the Indigenous community.

During these sessions, research and policies were reviewed, one on one ​interviews and focus groups were conducted.

As a result, together they gained alignment on the key challenges ​facing Indigenous-led carbon offset projects and they identified and ​agreed upon the critical actions required for Governments, corporate ​Canada and Non-Government organizations to support and enable ​projects. Finally, a report was created to summarize the project findings ​for a national audience.

BOOM InterTribal was tasked with creating the promotional campaign ​to launch the Report: Bringing Carbon Down to Earth. The primary ​objective was to create awareness of the report and drive engagement ​(clicks/downloads) by:

• Demonstrating the importance and opportunity for corporate ​Canada and the government to reduce greenhouse gas emissions ​through Nature-Based Climate Solutions by working collaboratively ​with Indigenous Peoples.
  
• Amplifying Indigenous voices by providing a platform for ​Indigenous-led Nature-Based Climate Solutions.
  
• Building an ongoing alliance of Indigenous leaders advancing ​Nature-Based Climate Solutions: enabling opportunity for ​partnership among Deloitte’s clients (including Government) as well ​as Indigenous clients.
  

Secondly, we wanted to position Deloitte as an ally and leader in action ​towards climate change as well as demonstrate their ongoing efforts ​toward Reconciliation.

SOLUTION

Climate change impacts us all. We’re all aware of it. We’re all concerned ​about it. But to most, it seems like something we can’t control or ​influence. But Indigenous Peoples have been protecting and ​conserving ecosystems since time immemorial and doing so with their ​own knowledge systems and resources. Our Mother, the Earth, is home ​to all living beings. Water is the life blood of Mother Earth. Her waters ​not only cleanse and nourish her own body, but the bodies of each ​living being she carries. In this way, water represents the ​interconnection between all living beings.

The land refers to everything within the landscape, including water, air, ​trees, rocks, plants, animals, and landforms. These are all intertwined ​and essential to our well-being, so Indigenous peoples consider the ​land to be a part of them. Therefore, we have a responsibility to look ​after our environment and to use natural resources wisely.

Everything is connected and to many this is a new way of looking at ​climate change. Instead of thinking about a mass polluter in a faraway ​land that we as individuals cannot control, we positioned climate ​change as the Earth being out of balance. That Mother Earth has ​actually provided everything we need to restore harmony.

To drive this point home, BOOM created three paid social videos tha ​illustrate the problems caused by climate change – drought, forest fires ​and global warming – as seen from outer space. This set the context for ​how we all feel about climate change being a huge daunting problem ​we see but feel we can’t impact.

But then we zoomed in to offer Nature-Based Climate Solutions that ​can help restore harmony to our planet. Solutions that are within our ​reach. Of course, each solution was Indigenous-led. Each video then ​drove the viewer to download the Report: Bringing Carbon Down to ​Earth. We created overarching messaging for each video that would ​resonate with all three of our target markets: Indigenous communities, ​Corporate Canada, and the Government and then we nuanced the ​accompanying social copy to ensure it spoke to and would resonate ​with each segment.

Artwork by Jared Tait, “Land and Sky” 2023

CREATIVE

Grasslands :30

Forests :30

Coastal :30

“The Path”

Deloitte’s journey toward Reconciliation began in 2020 with ​the launch of their Reconciliation Action Plan (RAP), the first ​of its kind in corporate Canada. With it, they shaped a ​shared path for Reconciliation. A foundation upon which all ​Canadian citizens and business leaders could build ​harmonious and genuine partnerships with Indigenous ​Peoples based on mutual respect and cooperation. It was a ​major milestone for the firm, one in which reflects their ​unwavering commitment. To establish Deloitte as leading ​and inspiring Corporate Canada in the journey of ​Reconciliation, BOOM InterTribal also created a video that ​demonstrated their efforts in a humble way.

To highlight their ongoing commitment to reconciliation, ​create awareness of the Deloitte Reconciliation Action Plan ​and to inspire the rest of Corporate Canada and society to ​join them in their journey, we created the “The Path” – an ​emotive 60 second TV spot which ran on APTN. To help ​them build trust with Indigenous Peoples, we knew we ​needed to demonstrate that they were taking an ​Indigenous-led approach and that their commitment was ​sincere, unwavering, and grounded in action, not words. ​With the creation of “The Path” we brought to life that they ​are ‘walking the talk’ both literally and figuratively.

The Path | TV :60

RESULTS

The campaign is currently still in market and performing above expectations. ​Final results to follow.

BOOM INTERTRIBAL

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