The "Remedy Together" campaign by Earth Day Canada, created in partnership with Sid Lee, addresses the growing issue of eco-anxiety—mental distress linked to climate change concerns—by positioning the brand as a supportive platform for collective healing and action. The campaign’s core proposition is that acknowledging eco-anxiety and responding through community engagement and self-care can alleviate individual despair while driving meaningful environmental impact. By inviting people to "call in sick" on Earth Day, the campaign reframes traditional activism into a collective, restorative pause that validates emotional struggles and channels them into constructive activities.
Strategically, the campaign leverages the insight that many individuals experience feelings of helplessness and distress about the planet’s future, which can be paralyzing rather than motivating. Rather than focusing solely on environmental facts or statistics, the campaign addresses the psychological barrier—eco-anxiety—that inhibits action. The creative approach—encouraging people to symbolically take a mental health day dedicated to Earth—connects emotionally with eco-anxious individuals in Canada, fostering a sense of solidarity through shared vulnerability and community support. This is operationalized via group therapies, conferences, and local clean-up events promoted on digital platforms, creating actionable outlets for participants. The integrated use of documentary and social experiment genres underlines authenticity and social proof, reinforcing the campaign’s role as both a rallying call and a mental health resource. The campaign’s use of social media hashtags and interactive event listings further extend reach and participation, creating a participatory ecosystem that bridges personal well-being with environmental responsibility.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign centers on the widespread issue of eco-anxiety, highlighted through both its communication and documentary/social experiment approach. The narrative frames the growing mental health toll caused by climate change, making the problem clear and relatable. The campaign then offers the “Remedy Together” initiative as a solution, inviting those affected to call in sick and take collective action on Earth Day through group therapy, events, and community involvement. This direct problem–solution structure, rather than a symbolic, story-driven, or testimonial approach, fits the Show the Problem format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. David Suzuki Foundation – Positioned as a science-based environmental organization, it combines rigorous research with grassroots activism to address climate change and biodiversity issues. It emphasizes public education and community engagement to empower Canadians in sustainability efforts.
2. WWF Canada – Leveraging global conservation expertise, WWF Canada focuses on protecting endangered species and ecosystems through strong advocacy and partnerships. Its strategic angle includes mobilizing public support for policy change and promoting sustainable resource management.
3. Canadian Parks and Wilderness Society (CPAWS) – CPAWS differentiates itself by specializing in the preservation of Canada’s wild spaces, advocating for protected areas and legislation. It positions as a guardian of natural heritage, engaging citizens in conservation campaigns and wilderness protection.
4. Climate Reality Project Canada – Founded by Al Gore, this organization centers on climate change education and activism. Its approach is to train leaders nationwide to advocate for clean energy and climate solutions, fostering a broad-based movement for systemic change.
5. Sierra Club Canada Foundation – Emphasizing grassroots advocacy and environmental justice, Sierra Club Canada promotes sustainable communities and combats pollution. It adopts a community-driven approach, engaging local chapters in campaigns targeting energy, transportation, and conservation issues.
Q: What is Remedy Together about?
A: Remedy Together is a 2022 integrated campaign created by Sid Lee for Earth Day Canada, addressing the mental health impacts of climate change, specifically eco-anxiety. The campaign encourages Canadians feeling overwhelmed by environmental concerns to symbolically call in sick on Earth Day, April 22, as a form of self-care and collective solidarity. It offers a platform for participants to engage in healing activities such as group therapy, conferences, and community clean-ups, transforming eco-anxiety into constructive action. Remedy Together combines emotional support with environmental activism to foster both personal well-being and planetary care.
Q: What creative device does Remedy Together use?
A: Remedy Together employs the FORMAT#2 SHOW THE PROBLEM creative device as classified by Clapboard’s 12-format taxonomy. This approach highlights eco-anxiety as a relatable and pressing mental health issue caused by climate change, then presents the campaign’s initiative as a direct solution. By inviting people to call in sick on Earth Day and participate in collective healing and environmental activities, the campaign uses a clear problem–solution narrative rather than relying on symbolic or testimonial storytelling. This format grounds the campaign in authenticity and social proof through documentary and social experiment elements.
Q: What is the campaign proposition for Remedy Together?
A: Remedy Together positions Earth Day Canada as a supportive platform addressing the growing issue of eco-anxiety by encouraging collective healing and action. The campaign speaks to individuals experiencing distress about the planet’s future, validating their emotional struggles and offering community engagement and self-care as remedies. By reframing activism as a restorative pause, it aims to alleviate despair while mobilizing meaningful environmental impact. This strategic positioning bridges mental health and climate responsibility, emphasizing that collective action can empower individuals and foster resilience in the face of environmental challenges.
Q: How does Remedy Together rank in Clapboard's archive?
A: Remedy Together holds a Clapboard Campaign Score of 73/100, reflecting its creative ambition, execution quality, and cultural relevance. This score indicates the campaign’s effectiveness in combining emotional resonance with actionable environmental engagement. Clapboard’s global ad archive recognizes Remedy Together for its innovative approach to addressing eco-anxiety through a public interest campaign that integrates mental health support with climate activism.
Q: Who are the competitors in Earth Day Canada’s category?
A: Earth Day Canada competes with organizations such as the David Suzuki Foundation, which emphasizes science-based research and grassroots activism to empower Canadians in sustainability; WWF Canada, known for its global conservation expertise and advocacy for endangered species and ecosystems; the Canadian Parks and Wilderness Society, which focuses on protecting Canada’s wild spaces through legislation and citizen engagement; the Climate Reality Project Canada, founded by Al Gore to educate and mobilize climate leaders nationwide; and the Sierra Club Canada Foundation, which promotes environmental justice and sustainable communities through grassroots advocacy and local chapter campaigns.
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