The Future of the Arctic Is...
Challenge
Today, Nunavut relies almost entirely on diesel for electricity and heat, and lacks access to reliable high-speed Internet. Energy firm Anbaric, in partnership with the Kivalliq Inuit Association, wanted to change that. The Kivalliq Hydro-Fibre Link is a large infrastructure project that will deliver hydroelectric power and broadband to southern Nunavut. Perfectly aligned with government priorities, this Inuit-led green energy project will cut both emissions and electricity costs. For government stakeholders to quickly see the project’s social, economic and environmental benefits, communications materials needed to translate the technical into clear and concise messages while demonstrating the partnership’s ability to execute this complete, “shovel-ready” idea. So all decision-makers had to do was say yes.
Approach
We developed a distinct look and feel for the project campaign using the lead partners’ brands as a guide. To fuel a public awareness campaign and build public support for the link, we created high quality branded materials and professional content that made the technical information easy to digest while demonstrating the project’s potential social, economic and environmental impact. As a local leader stated, this isn’t just a power line and a bunch of poles: it’s about people. Truly, it’s a nation-building project that will bring a clean, connected, thriving future to the Arctic.
Visual Identity
To build the brand, we referenced the Arctic circle and its converging longitude lines. The spoked circle with the pop of bright green at the centre creates a sense of illumination and connection.
Project Materials
A professional website and project description materials would build credibility in meetings with decision-makers, helping people connect with the project’s identity and future benefits. Written materials and ads used sun-splashed photos of Arctic communities and a gradient map of Canada with the infrastructure location referenced by bright flashes of light.
Campaign
To underpin meetings and direct communications, our public ad campaign went out on multiple channels. Interesting placements—on light rail escalators, bus shelters, and newspapers—put messages in front of decision-makers in their day-to-day, building awareness and urgency.
Jackpine thinks of my problem before I do, are helpful members of any project team and always go the extra few steps to make sure their plans are flexibly executed, consistently seeking and implementing feedback. I have been very pleased with their services!
- Phil Duguay, VP Canada at Anbaric Development Partners
Outcomes
The project succeeded in entering into a Memorandum of Understanding for advisory services with the Canada Infrastructure Bank in February of 2020.
More to Explore
Infrastructure projects can bring massive changes. Governments, investors, and affected communities need to know: What are the projected benefits? What are the drawbacks? Jackpine has a keen interest in policy associated with development, especially in the green energy sector. We understand the priorities of government stakeholders and work with policy firms to help bring funding requests to life by expressing technical information in a clear and compelling way. We enjoy the process. How can we make a hypothetical project feel real enough to invest in? How can we build a sense of urgency around a beneficial long-term project?