Fuel Forward

The Canadian Fuels Association was in need of a bilingual educational campaign to address the awareness and knowledge gaps among Canadians about the clean fuels and technologies made in Canada. This campaign aimed to raise awareness of and confidence in the low-carbon options available today, focusing on practical, sustainable solutions. I created a new consumer facing brand to represent this effort on behalf of the association, informed by multiple focus groups and testing to ensure that this national initiative reached the right people and had a tangible impact.

I designed the Fuel Forward brand, logo and a “slogo”. The slogo was a hybrid of the logo and a slogan, ensuring that a clear message was being communicated, even when additional headline or messaging wasn’t present. It was designed for use in the first phase of the campaign when the focus was on introducing the brand in a way that would resonate with Canadians shared values.

I wrote ad headlines, podcast scripts, video narratives and website copy, and designed the campaign landing site to optimize educational content while introducing the Fuel Forward brand to our audience. A video based advertising campaign featured a hero video narrative and shorter clips highlighting innovative clean fuel technology, and its’ practical application for Canadians. This campaign was tracked through quantitative research, and evolved based on changing opinion, political landscapes and the interests of our audience as it pertained to fuel innovation.

Results

This campaigns' results were tracked by Earnscliffe Strategies’ opinion research team. From 2022 to 2023 respondents who say they are at least somewhat familiar with the transport energy sector has risen from 29% to 40%. In year one, the campaign generated 27 million impression and over 53,000 clicks among the target audience. Brand recognition surpassed projected benchmarks, even amongst those who were never served ads. The campaign is evolving and has been renewed for multiple years to continue informing Canadians about new innovations in the clean fuels.