The David Suzuki Foundation, named for its founder, the host of CBC Television's The Nature of Things, is one of Canada's most respected environmental foundations.

The Foundation turned to Element to help them promote their plan for sustainable economic development in the country - Sustainability Within a Generation - a campaign to elevate the issue of sustainable development leading up to the 2004 Canadian federal election.

Using television, outdoor and transit advertising, Element employed a three step approach to greatly increase the foundation's return on investment. Focusing the organization's message and audience targets and using humor in the ads proved effective in breaking through and having an impact in the national debate. The advertising focus was narrowed to renewable energy and the media plan focused efforts on Toronto, specifically airing in media outlets consumed by political activists.

The ads defined the issue to such an extent that three of Canada's four political parties committed to increasing investments in renewable energy and the subsequent federal budget increased investments in wind energy by 400 percent.