10,000 Changes™ Campaign

Integrated Awards: Branding Identity – New Brand

Strut

Calgary, Alberta, Canada (Client: Canadian Geographic)

Strut partnered with Canadian Geographic and Recycling Council of Ontario to design and launch 10,000 Changes™, a national program targeting single-use plastic reduction in Canada. The brand developed by Strut establishes a clear voice and visual identity for the program. The name reflects the enormous effort needed, while signifying that not all answers are available yet. The tagline, “Canada’s commitment to rethink plastics™,” sets it apart from other programs and communicates the government’s stand on the subject. The visual identity combines images of plastic waste with a vision of Canada’s preservation, symbolizing collective progress with a maple leaf. The website educates on the plastics issue, offers pledges, articles and tips. A br and anthem video emotionally connects Canadians to environmental benefits, emphasizing that collective action is the only way forward.