Project

The Canadian Association of Petroleum Producers has been a partner with Canadian Geographic and the Energy IQ program since 2014. During this time, emphasis has been placed on development of K-12 level materials, maps and collateral for use in schools to educate students about production, transportation and use of all forms of energy, including fossil fuels, in Canada.

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Given the need to engage Canadians on industry issues, emphasis now needed to shift to engage conditional supporters in the energy conversation. For those geographically distant to operations, energy topics and challenges facing the industry struggle for people's attention in their day-to-day lives.

 

The strategy behind the new Energy IQ Adult modules was to develop a central "backbone" video that will lead to other, more detailed videos that expand on topics. In addition, the project wanted to test awareness; see if people understood the significant role that energy plays in their lives.

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Result

In just over six minutes, the Energy IQ video is the most simplified, yet comprehensive, overview of the energy challenges facing Canada and the oil and natural gas industry. Fun, engaging and informative, the video quickly exceeded engagement goals; with over 160,000 views in 6 months it has become the most watched video produced by CAPP, and it's reach and engagement continues today.

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2018 plans are to expand into additional videos and add other interactive tools with a partnership between Canadian Geographic/Google.