The Problem: 

Many different causes and issues are competing for the attention of fatigued donors. However, pressing socio-economic challenges are pushing environmental causes further down the list of Canadian priorities, leaving people feeling disconnected from the world around them. 

 
The Insight: 

People will tune out things that make them feel helpless, but they will take responsibility for the things they love.
 

Unlocking Greatness: 

Canadians have always shared a love story with nature, the forests, lakes, and wildlife that make this country one of the most admired landscapes in the world. But nature is not guaranteed. Without care and protection, it can be lost. The Trebek Initiative reminds Canadians of that love and invites them to protect what makes this land so uniquely Canada, before it’s gone.