How do you motivate the government to change its approach to tackling climate change? Governments had framed climate change as a future threat, but severe weather was affecting Canadians now. Paradigm was tasked with developing an advocacy communications campaign for a new coalition, Climate Proof Canada. Timed to the 2021 federal election, this campaign was designed to have the government shift from being on the offence (reducing carbon emissions for the future) to also playing defence (protecting communities today). Paradigm developed high impact digital and social creative and a website designed to motivate the target audiences to act. The initiative was a greater success than anyone predicted: the Liberal government committed to all coalition recommendations in its election platform and reinforced that commitment in its Speech from the Throne.
