City of Toronto Web & Email

TransformTO is Toronto’s ambitious climate action strategy, which was approved by City Council in July 2016. It includes long-term goals and strategies to reduce local greenhouse gas emissions, improve our health, grow our economy and improve social equity.

Toronto residents believe climate change is real and are well-informed on the issue. They’re motivated to take action, and want to be part of something bigger—a movement that effects real change. So we pitched the idea for an online pledge that urges users to take three simple actions that could make a difference.

Based on their selections, they’d be served up offers from local partners that would help them achieve their goals. We ensured that the actions felt manageable, and to deter abandonment we made the online experience as simplified as possible, with minimal data capture. The microsite and trigger email both encourage social sharing, and capture the spirit of working together towards one goal.

Art Directors: Victoria DiValerio & Tiffany Wu

The user is asked to select 3 actions as part of their TransformTO pledge.

To motivate them along their journey, we pull in data showing real-time pledges being made by fellow Torontonians.

We capture their information to send them customized offers and incentives that encourage shopping local.

We complete the pledge with a personalized thank-you, and demonstrate the kind of impact that's possible when we all take action.

A social sharing component reminds them they can help friends save and make an impact, too.

This calculator shines a light on how much impact one simple action can have, and adds extra motivation for them to follow through on their pledge.

We include additional insights about what other Torontonians have pledged to, and make them feel that they're part of a movement.

Once they've completed the pledge, the user will receive a personalized email confirming the three actions they selected, and their first redeemable offer.

We also serve up extra content related to their pledge (in this case, a plant-based recipe), and a social sharing component.