For Earth Day 2025, Espace M proudly executed the media strategy and activation for a national campaign developed by Earth Day Canada, in collaboration with the creative agency Hula Hoop. This year, the campaign “To Protect Biodiversity, Open Your Eyes” invites Canadians to rediscover and better understand the natural richness surrounding them.
With a clear goal of raising awareness about the crucial importance of biodiversity, Espace M implemented an integrated media strategy rolled out across the country starting April 7. Through a strategic selection of traditional and digital media—including television, radio, urban billboards, influencer partnerships, and web activations—the agency significantly enhanced the campaign’s impact and visibility.
Inspired by the popular “Where’s Waldo?” concept, the campaign features an interactive “seek-and-find” game brilliantly illustrated by Quebec artist Laurent Larue. A massive urban mural strategically placed in the heart of Montreal on Sainte-Catherine Street captivated passersby and encouraged direct interaction with the depicted biodiversity.
Espace M’s expertise went beyond media planning. In close cooperation with media partners such as Publicité Sauvage, Corus, TV5, Télé-Québec, Radio Canada, Astral, Branded Cities, Le Devoir, Rogers – CityNews, and MétéoMédia, the agency successfully negotiated significant media contributions. This collaborative effort ensured exceptional visibility for the campaign, surpassing initial expectations.
The campaign’s digital component, a timed interactive online game, further reinforced public engagement while effectively disseminating a clear, positive educational message.
Espace M is particularly proud to have contributed to such a meaningful cause through the execution of an effective media strategy that highlights its expertise in planning, negotiation, and media activation. This campaign once again underscores the agency’s ability to mobilize resources and partners effectively, creating genuine societal impact.
For more details on the campaign and to experience the interactive game, visit the Earth Day website.
Source: Grenier
