The Canadian Boreal Initiative (CBI) leads a unique partnership between conservationists, First Nations and businesses. This diverse coalition works to secure responsible, balanced development of the Boreal region, which covers 58 percent of Canada's land mass.

CBI faced a number of communications challenges in their work, including the need to inform and motivate political decision-makers and business leaders about the value of socially responsible practices.

Element developed an integrated campaign to brand the region as "Canada's Boreal", framing and communicating a coherent, compelling message. We increased their reach and impact through strategic planning, message development and advertising in French and English that included print, television and online communications.

Through disciplined targeting and high impact creative, the campaign delivered a unique and unifying message that all was praised by all parties in the multi-stakeholder organization.