The Canadian Gas Association
Voice For Energy
Advocacy Brand & Campaign
Giving Canadians a rallying cry and a reason to raise their voice for access to affordable, reliable natural gas.
ISSUE
Natural gas plays a vital role in Canada’s energy mix, yet many Canadians are unaware of its value—or the risk of losing access to it. With misinformation clouding the conversation and government decisions threatening future supply, the Canadian Gas Association needed a campaign that could do more than educate. It needed to activate. The goal: motivate Canadians to speak out and advocate for secure access to natural gas now and into the future.
INSPIRATION
Our insight was rooted in a basic truth: most Canadians would be upset if they realized the government was actively limiting their access to a key energy source. That’s where the advocacy starts. The campaign needed to be direct, human, and urgent. We named it Voice for Energy—a title that’s both literal and empowering. It’s a call to action that positions energy access as something worth standing up for.
Visually, the campaign draws from the iconic gas flame—vibrant blues and energetic gradients—and pairs it with photography that features honest, relatable portraits of real Canadians. This combination of bold identity and accessible imagery helps ground the campaign in humanity and relevance.
IMPLEMENTATION
This was a digital-first campaign with a national media buy, featuring both static and video executions across social and display. Out-of-home was used to support in select markets. Every ad led to a centralized campaign content hub where audiences could engage with issues and instantly send pre-written letters to their elected officials. The call to action was clear: if energy matters to you, raise your voice.
The results so far? Thousands of letters have been submitted from Canadians across the country—a clear signal that the message is resonating and driving action.
