Canada Goes Green
THE CANADIAN GOVERNMENT IS getting into retailers’ backyards withReno$ense, a program urging them to merchandise their energy efficiency andhome improvement products together to promote a healthy environment.
The government is hoping retail support will engender a new productcategory that will get consumers to undertake enviro-friendly homeimprovement projects to help National Resource Canada (the government’soffice of energy efficiency) achieve its carbon dioxide reduction goals forthe millennium.
Retailers are asked to distribute printed materials to customers explaininghow fossil fuels create excess carbon dioxide and other greenhouse gases.By including energy-efficient products in their home improvements, thematerials explain, consumers have a direct impact on how much carbondioxide is emitted. Suggested home renovations include caulking ordraft-proofing windows, installing programmable thermostats, and insulatingwalls.
“Here are three good reasons to renovate,” says Rick Matthews, vp ofOctagon Communications Group, the agency that developed the program. “Morecomfort, lower heating bills, and a cleaner environment.”
Tree Canada Foundation, which has planted more than 65 million trees (whichabsorb carbon dioxide) nationwide in the past six years, has gotten behindthe program with the promise to plant one million “millennium” spruce treesacross the country in the next 18 months – if enough retailers sign up forthe program. Spruce trees are important because scientists have shortenedtheir germination period from 10 years to 18 months. Spruce is the numberone softwood used in dimensional lumber, a staple at home improvementstores, “which makes it even more necessary for retailers to back theprogram,” Matthews says.
Retailers can designate where they want the trees planted, “but we’rehoping instead to create urban forests,” Matthews says. Cities are whereyou find the pollution and the traffic, “and that’s where we need thetrees.” Consumers who donate a dollar to the cause at participating retailoutlets receive symbolic twigs that they affix to posters depicting fallowforests displayed throughout stores. Donators receive a 24-page book onenergy-efficient renovation tips. “Consumers will get practical informationand will learn how to get involved with their communities,” Matthews says.Retailers show their support by registering their energy-efficient productswith the program, and each retailer receives special promotion kits withall the tools needed to promote the program. Registration is free.
The program brings a category-management approach to a whole new category.”It worked for the home and safety category, why not for energyefficiency?” asks Matthews, adding, “People are usually willing to hug atree.”
The Swedish Cancer Foundation in Stockholm is inviting consumers to get offtheir duffs this summer with a lottery promotion that provides them withthe impetus to live a bit on the wild side while raising money for a goodcause.
It’s the first time Europe has seen a lottery that combines instant-winmonetary prizes with a skill element, says Klas Moberg, ceo ofStockholm-based Euro Promotions, the company that developed the program.
Consumers are asked to purchase scratch-off lottery cards at sponsoringretail outlets and local Cancer Foundation regional offices for a chance towin multiple cash prizes of up to 250,000 Swedish krona (about $30,000).Winners are automatically entered into a sweepstakes drawing and asked toearn their right to continue to the next level by competing in a summerleisure activity such as a tennis match, beach game, or running race. “Wewon’t exclude anyone if they’re not physically fit. We’ll just findsomething fun that they can handle,” says Moberg. The Cancer Foundationcaps off the promotion with a September walk-a-thon that requires allparticipants to raise money for the cause.
Until now, only the largest Swedish companies could partake in a lotterywith such big-ticket prizes because of the costs involved in underwriting.Now, mid-size companies and nonprofits like the Cancer Foundation cancreate a stir with consumers with a truly interactive element, says Moberg.Sponsors pay to have their logos featured on the cards and consumers areraising money that goes directly to the Foundation. Grand prizes include aclimbing trip to Mt. Everest for a winner and 25 friends; a three-weekfamily outing to French Polynesia, the Bahamas, Hawaii, and Bali to swimwith dolphins; and a cruise to Antarctica for a winner and a boatload offriends for the millennium celebration. Winners will be named on Swedishnational TV in the fall.
“Our goal is to get people involved. We think we’ve achieved this,” saysMoberg, who is projecting one million participants – pretty impressiveconsidering Sweden’s entire population is only 8.5 million.
