changing behavior

Cadillac Fairview is one of North America’s largest investors, owners and managers of commercial holdings. One of their primary holdings, Toronto’s TD Centre, is the largest business centre in Canada and is headquarters to 90 major companies and over 21,000 occupants.

Cadillac Fairview engaged Jump to partner in the design of a communications campaign as part of their Occupant Engagement Program (OEP), which is designed to encourage more sustainable workplace habits. Beginning in 2010, the goal of the campaign was not only to reduce the TD Centre’s environmental footprint but also to enhance marketability to prospective tenants by increasing customer satisfaction and reducing operating costs.

In order to get the message across when it comes to sustainable practices in the workplace, Jump first collaborated with Cadillac Fairview to establish a positive and engaging tone for the campaign. Establishing a design that would stand apart from the corporate office architecture and visually breakthrough in the buildings’ public spaces guided our approach.

We developed the “Switch The Habit” series as a clear, yet effective way of conveying the need for occupants to alter their behavior patterns. A lively, illustrative style was created for the series that features a green colour palette and a natural craft paper background to underscore the eco-messaging as well as a distinct, proprietary illustrated aesthetic that creates strong visual recognition and fosters tenant interest.

The multi-tiered sustainability initiative began with an energy campaign. Phase one of the campaign entitled “Monitors Off” called on occupants to shut their computers off at the end of each workday. The creative was rolled out to posters, e-mail blasts and elevator cab animations. Reach outs to office managers looked to create an environment of collective participation, inviting them to align their business’s own sustainable goals with that of the TD Centre. In establishing these partnerships, print materials were displayed not only in the main lobby areas but also distributed to the office managers for implementation in the tenant spaces to reach all building touch points. Nightly desktop reminder cards were also created that offer either a ‘congratulations’ or an ‘oops’ based on the individual’s fulfillment of the program requirements.

Our collaboration on the subsequent program phases followed the same visual aesthetic with its bold, animated approach. Phase Two, “Boardroom Lights Off”, brings attention to turning boardroom lights off when not in use, while Phase Three, “Call Off the Lights” reminds tenants to use the automated telephone system to turn off the lights when they are finished working after normal business hours. The overwhelming success of the “Switch The Habit” Energy Campaign initiative led to Jump’s continued collaboration on the TD Centre’s subsequent “Waste Management” and “E-Waste” OEP campaigns that follow the same style and theme.

After a successful launch with the TD Centre, Cadillac Fairview continues to work with Jump implementing the same style of print campaign in Toronto’s Eaton Centre, RBC Centre and Simcoe Place and across various campaigns.