G8 Environmental Futures Forum 2000

Detailed Description of Best Practices
Canada No.7

I. Title of the Best Practice

Public Education and Outreach Component - Canada's Climate Change Action Fund (PEO-CCAF)

II. Overview of the Best Practice

The Climate Change Action Fund is a Government of Canada program to help support Canadians in reaching the reduction target set under the Kyoto Protocol. This three year, $150 million fund has four components:

  • Technology Early Action Measures (TEAM)
  • Science, Impacts and Adaptation
  • Foundation Analysis
  • Public Education and Outreach

The Public Education and Outreach component of the CCAF is a $30 million program delivered over 3 years aimed at supporting initiatives that increase public awareness and understanding of climate change and encouraging individual action. The objectives of this component of the Fund are to:

  • provide balanced information to Canadians;
  • explore the barriers to action;
  • motivate positive behaviour change;
  • focus on what Canadians can do at home, at work, and on the road;
  • encourage activities in communities, schools, businesses and industries; and,
  • leverage resources and promote partnerships.

Through CCAF-PEO, the Government of Canada has raised awareness through tools such as community paper ads and a newspaper supplement in major dailies on climate change (November 1999). Tracking research showed that the supplement had higher than average recall and readership, while focus group research indicated that Canadians want to know more about climate change and found the type of information contained in the supplement to be both interesting and useful.

The main thrust of the program is to fund projects proposed by communities, business or organizations. The program categorizes these projects into six outreach streams: individuals/communities; youth; business; outreach/science; energy efficiency; and transportation.

Between Fall 1998 and December 1999, the CCAF-PEO has funded 88 projects covering all streams and all regions in Canada. The projects are significantly leveraged with private funds and in-kind support. Over 300 partners are involved in these projects. It is expected that many more innovative project proposals will come forward before the final closing date of May 31, 2000.

All projects are required to include an evaluation component to assess the results achieved and lessons learned. In addition, information sharing between CCAF proponents is encouraged informally through project managers, and more formally through such vehicles as an education advisory committee and trade fairs/worshops.

The following are examples of funded PEO projects in their respective streams. For a complete list of CCAF funded projects and contact names, please visit the CCAF web site at: http://www.climatechange.gc.ca

1. Individuals and communities
Partners for Climate Protection (PCP): Building for Success
Proponent: Federation of Canadian Municipalities (FCM) in partnership with the International Council for Local Environmental Initiatives (ICLEI)

The goal of Partners for Climate Protection (PCP) program is to support Canadians municipal governments in preparing and implementing local climate change action. PCP is a three part public education and outreach program designed to remove barriers to achieving greenhouse gas reductions in 63 municipalities across the country through:

  • engagement: identify champions, assess needs, develop and implement a support plan for 30 PCP members over three years;
  • capacity building: using an interactive Web site, an on-site employment program, a newsletter, greenhouse gas software and training workshops; and
  • recognition: each year awards will be presented to five municipalities that have excelled in meeting their milestones. Recognition will provide incentives to municipalities to achieve their milestones in a timely fashion and will publicly recognize efforts among members' peers.

It is expected that barriers to achieving GHG emission reductions will be removed in 62 municipalities representing 67% of Canada's population.

The Sustainable Living Bus - A Mobile Education Centre for Learning About Climate Change
Proponent: The GAIA Project - Sierra Club of British Columbia

The Sustainable Living Bus began operation in September of 1998. Powered by alternative energy sources, it travels throughout British Columbia to deliver its program to schools and communities. Participants learn how they impact the environment and what actions they can take to reduce their environmental footprint and to live in a sustainable manner. Many of the demonstrated environmental solutions on the bus directly address climate change and greenhouse gas emissions. Personal responsibility is a key concept built into the program so that participants may feel empowered in the face of the climate change challenge and will take actions at home, work and in the community. The program is expanding its target audience to include a broader general public.

It is expected that the school and community events will increase public understanding of climate change and lifestyle choices that contribute to climate change.

2. Youth
Climate Change Teacher Support Program
Proponent: Pembina Institute for Appropriate Development

The Climate Change Teacher Support Program will provide Canadian secondary school teachers with the knowledge and tools needed to teach climate change. The program consists of in-depth, two-day teacher seminars that will provide secondary school educators with a solid knowledge and skill base to understand and teach climate change; half-day teacher support workshops on climate change that will be designed to fit into standard professional development and teaching enhancement programs; articles on teaching climate change that will be submitted to professional teacher magazines and specialist council journals; an update and expansion of the Pembina Institute's Climate Change Awareness and Action Education Kit; and updating and maintaining Pembina's climate change education Web site.

It is expected that the profile of climate change science, impacts and mitigation amongst educators will be heightened, leading to increased awareness amongst secondary school students who represent the future generation of decisions makers.

3. Business
ABC's of Climate Change
Proponent: Energy Council of Canada

The Action By Canadians on Climate Change Program (the ABC Program) is a national grassroots public education and action campaign that will foster and assess the capacity of individual Canadians to engage in meeting Canada's target under the Kyoto Protocol. The program will operate on an annual cycle and will be rooted in a series of workplace-based training sessions and workshops delivered to individuals at Energy Council of Canada member organizations and other ABC partners in communities across Canada. The goals of the training will be to educate participants about the critical role that individuals can play in reducing Canada's greenhouse gas emissions, to motivate participants to take action to reduce their emissions, and to encourage them to report on their actions. Professionals will deliver the training using special information materials and "action tools," such as pledge cards and reporting forms. The results will be collated locally and nationally. In the first annual campaign, up to 5,000 citizens will participate in three to five communities across Canada.

It is expected that a strong network of partner organizations will be developed which will be of value for testing and application of other outreach programs. The pledge system will encourage action which will lead to measurable reductions in greenhouse gas emissions from the 11 communities targeted.

Annapolis Atmosfarm Outreach Pilot Project
Proponent: Clean Annapolis River Project (CARP)

The Clean Annapolis River Project is a charitable, community-owned corporation that works with the community and interested organizations to foster the conservation, restoration and sustainable use of freshwater and marine ecosystems of southwestern Nova Scotia's Annapolis River and its watershed. The Annapolis Atmosfarm Outreach Pilot Project is part of an environmental management plan developed by CARP. The goal of the project is to reduce greenhouse gas emissions and increase carbon uptake on commercial farms using the diverse agriculture industry of the Annapolis Valley as a test area.

It is expected that longer term measures that the agriculture industry can take to reflect the emerging realities of climate change will be identified. The material developed will be transferable to other agricultural and rural areas of Canada

4. Outreach/Science
The Living Planet Exhibition
Proponent: Science World B.C.

The Living Planet is a 6 000-square-foot environmental exhibition whose purpose is to move visitors from awareness to action regarding sustainable living. The project will showcase the latest information in environmental sciences in an innovative and engaging setting, catalyzing informed discussion and debate, encouraging critical thinking, and stimulating personal action. In the longer term, the exhibition will complement other learning situations that lead to broader public understanding of British Columbia's Georgia Basin. The project will then expand to include provincial ecosystems and their concerns, resulting in more informed decision-making and community and individual action. Within the larger environmental and sustainable living picture, the exhibit will deal with awareness and understanding of climate change and the promotion of actions to reduce greenhouse gas emissions, as well as adapting to climate change.

It is expected that 500,000 visitors, 60% of them youth, will be reached with climate change awareness and action information.

5. Energy Efficiency
Waterloo Region - Residential Energy Efficiency Program
Proponent: University of Waterloo Faculty of Environmental Studies

This project will implement a comprehensive community-based residential energy efficiency program using Natural Resources Canada's computerized EnerGuide for Houses energy appraisal system and an innovative community- based social marketing strategy. Over two years, the project is expected to complete approximately 3,500 home energy audits in the Waterloo Region of Ontario. The project seeks to build public awareness and understanding of the climate change issue and the link to personal energy consumption. Through direct personal contact, the project will empower Canadians to change their behaviour by identifying the sustained benefits of energy efficiency and providing a practical course of action for homeowners. Extensive program evaluation and residential energy efficiency research are also integral components of the project.

It is expected that energy audits completed will represent a 5% penetration into the Waterloo detached housing market. Improvements to the cost-and carbon-effectiveness of home energy audit programs will be effected through scientific program evaluation. In addition a highly visible EnerGuide sticker campaign aims to create a neighborhood energy efficiency norm.

6. Transportation
Juin: Mois d'action pour une atmosphère en santé
(June: Action Month for a Healthy Atmosphere)
Proponent: L'Union québécoise pour la conservation de la nature (UQCN)

L'Union québécoise pour la conservation de la nature coordinated a public awareness campaign in Quebec that addressed the issue of air pollution, climate change and the health problems associated with them. The campaign described and encouraged actions individuals can take to reduce greenhouse gas emissions, particularly through the use of public transport, carpooling and bicycling. It was launched in June 1999 in four major urban areas of Quebec. To further the impact of the message, UQCN coordinated program delivery with

environmental partners and regional public transit commissions in each of the targeted regions. In collaboration with the Brundtland schools network, a colouring contest was organized in almost 50 Quebec schools.

Broad outreach encouraging individuals to take action against climate change is expected in communities across Quebec. Linkages will be formed amongst participating local environmental and regional transportation groups.

Mitigating Climate Change Through Rideshare
Proponent: Commuter Connections

Commuter Connections proposes to establish a rideshare program at 20 post-secondary educational institutions across Canada. The project will be tested at three universities prior to being distributed to the 17 remaining institutions. Participating institutions will be provided with Rideshare Resource Kits which include ridematching software (with Internet access to a rideshare database), a user manual, a transportation demand management training guide, and marketing and promotion training. Commuter Connections will support and monitor the progress of the respective programs, including quantification of carbon dioxide savings and a value-for-money evaluation.

It is expected that 2000 four-person carpools will reduce atmospheric air pollution by 28,300 tonnes annually. In addition, the groundwork will be laid for a larger scale rideshare program.

III. Categorizing the Best Practice

1. Classification(s) (Indicate main classification(s) only.)
( ) Regulatory Approach (Policy approaches - regulations, incentives, etc)
( X ) Practical Action (Action undertaken independently by a social actor)
( X ) Social Network Mechanism (Cooperative structure)

2. Social Actor(s) Involved (Indicate main social actor(s) only)
( X ) Citizens
( X ) Central government
( X ) Local government
( X ) Business

3. Sector(s) (indicate main sector(s) only.)
( X ) Energy
( X ) Household
( X ) Transportation
( X ) Industrial Enterprises
( X ) Other (Non-Industrial) Business
( X ) Agriculture / Land Use / Forestry
( ) Other

4. Target Greenhouse Gas(es)
( X ) CO2
( X ) CH4
( X ) N2O
( ) HFC
( ) PFC
( ) SF6
( ) Other (Please specfy.)

IV. Additional information

Link with the Public Education and Outreach Issue Table
Federal, provincial and territorial governments in Canada are working with stakeholders to build a pragmatic national strategy for achieving greenhouse gas emissions reductions. As part of this process, the multi-stakeholder Public Education and Outreach Issue Table has tabled it's report to governments.

Reaching out to Canadians on Climate Change, is a proposed national education and outreach strategy which takes a long-term, integrated approach to raising Canadians' awareness of climate change and encouraging them to take action to reduce greenhouse gas emissions at home, at work and on the road. Its ultimate goal is to transform key target audiences, such as general public, communities, business and industry, youth, and educators, into partners in the public education and outreach process.

The proposed strategy as well as a foundation paper which includes information on best practices in PEO are available on the national process website http://www.nccp.ca

The federal CCAF-PEO program considers the directions suggested by the Issue Table in the development of its priorities for funding project activities.

V. Please indicate a person to contact for more information about this Best Practice.

Contact Person: Deborah MacDonald-McGee
Title: Director
Organization: Climate Change Action Fund, Public Education and Outreach
Email: deborah.macdonald@ec.gc.ca
Tel: (819) 994-1054
Fax: (819) 953-3241
Address: 10 Wellington Street, 24th Floor, Hull, Quebec, Canada K1A OA5

Notes: Please visit the climate change web site for more information and updates at: http://www.climatechange.gc.ca

Detailed Description of Best Practices - Canada No.7

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