Re_Generation is building a movement of tens of thousands of young people across Canada who publicly pledge to work for employers that are accelerating the clean economy rather than enabling fossil fuel expansion. In February 2024, we will be launching a two-year long campaign (with $800,000 of annual budget) to raise awareness and excitement about Canada’s clean economy (including clean energy, green infrastructure, sustainable mobility, impact investing and other sectors) while simultaneously exposing the hypocrisy of the largest enablers of fossil fuel expansion in 4 key sectors (energy, finance, consulting/accounting, and marketing/public relations). We aim to provide young leaders with a platform to meet like-minded individuals, build skills, share knowledge, and take action to redirect the next generation of leaders towards building a cleaner and more just economy in Canada.

While we are building an in-person presence, we also need to build a digital movement. Consequently, we plan on growing significantly our presence on Substack, Instagram and TikTok. We recently hired a full-time Creative Director, Director of Storytelling, and Graphic Designer, and are already in talks with many Canadian influencers. We will also create unique short documentaries on the clean economy to position ourselves more and more as the leading source of short documentaries (similar to the 20-30min ones by the Financial Times & Bloomberg on Youtube) on social and environmental issues for the next generation of leaders in Canada.

• Help design a survey and collect data analyzing the needs and wants of different young people when it comes to consuming media related to sustainability (by ensuring a large and diverse set of young people from 18 to 30 years old, with different backgrounds and different degrees of interest in sustainability).
• Identify best practices for organic and inorganic growth (e.g., ads strategies for Youtube) on different social media platforms for our Substack articles, the Instagram & TikTok content that will be created from them, and our documentaries.
• Help us understand the current media/short documentary landscape in Canada by doing a comparative analysis, a SWOT analysis, and recommendations for our 2025 pivot to becoming the leading source of short documentaries on social and environmental issues for the next generation of leaders in Canada. This task will also include researching best practices from international players.
• Identify hundreds of speaking opportunities our team should consider to build our audience and reach the masses (e.g., list of podcasts to participate in, conferences).
• Research data and produce a report which helps put tangible facts and sources on the following diagnostic, while also testing assumptions and finding additional reasons:

1. Content Disparity: The US, UK, and Europe boast a rich collection of 20-30 minute documentaries from established media outlets such as VOX, FT, and Bloomberg, while Canada has a significant shortage of similar short documentaries.
2. Limited Reach: Canada's short documentary scene suffers from low viewership, especially among youth, and a notable lack of high-quality productions.
3. Knowledge Gap: The absence of engaging documentaries leaves the next generation of leaders ill-prepared to address Canada-specific issues and adopt more progressive approaches to shaping the economy.
4. Media Struggles: Independent media outlets focused on sustainability face significant challenges in connecting with and engaging youth, with traditional formats failing to resonate with this demographic.
5. Innovation Gap: Cutting-edge ideas and forward-thinking concepts often struggle to gain popularity due to the dominance of US media.