The Ask
Your task is to create a compelling digital campaign that builds awareness of the Jane Goodall Institute of Canada’s role as an inspirational champion of grassroots change that galvanizes young people (Gen Z) to channel their environmental concern into action.
The Idea
Jane’s Fieldnotes is a collaboration between the Jane Goodall Institute of Canada (JGIC) and Strava that encourages users to explore and learn about the natural world around them. By sharing their findings with a likeminded community, users continue to promote Dr. Jane Goodall’s work and legacy in their day-to-day life.
Insight
Gen Z is leading the way in departing from traditional social media platforms, becoming Strava’s fastest growing demographic. More and more young people are searching for meaningful connections in the face of a loneliness epidemic along with reports of major eco-anxiety. Conversely, Gen Z is remarkably hopeful and optimistic about their capacity for enacting real-world impact and change. By creating a community that encourages education, interaction with the environment, and connection with one another, Jane’s Fieldnotes can help provide the meaningful purpose young people are craving.
The Solution
The JGIC has partnered with Strava to create an in-app function that helps users learn about their local ecosystems during activities. The function allows users to take a photo of observed species and have it identified along with its description and relevant information.
With over 180 million members in more than 185 countries worldwide, Strava has provided a global community. By partnering the JGIC with Strava, users have an opportunity to connect with likeminded people and learn about their co-existing species and the world they live in, adding to the ever-growing tapestry of environmental knowledge.
