This Awareness Initiative Shows the True Value of Snow in Canada

In its latest campaign, Protect Our Winters (POW) Canada and Sid Lee highlight the economic importance of snow and urge the government to recognise it as a natural resource.

A study conducted by POW Canada and the University of Waterloo revealed that the outdoor industry contributes $101 billion annually to the Canadian economy, with $9.1 billion coming solely from winter sports.

By 2050, without significant emission reductions, snow seasons in Canada could shorten by 25 days.

THE FORECA$TER

To pressure the government to act, POW created the - FORECA$TER - an online tool that enables Canadians to convert their local snowfall forecasts into economic projections. By entering their location, users can visualise how snowfall translates into economic benefits for the country. Powered by real-time weather data, this tool creates a compelling visual link between snow and economic activity, becoming a powerful awareness instrument.

The initiative encourages people to share these economic projections with their elected officials and on social media, emphasising that every snow day generates significant economic returns. Each share reinforces the message that protecting snow is crucial for Canada's economy.

"Snow represents much more than a season; it's a full-fledged natural resource," emphasises Annick Champoux, marketing director at POW Canada. "Assigning a monetary value to snow makes the urgency of climate action tangible for all Canadians."

The Commemorative Coin

By analysing Canada's average snowfall of 358 centimetres, POW established that each centimetre of snow generates $25,575,987 in economic activity. This data inspired the creation of the '1 CM' commemorative coin, symbolising the value of one centimetre of snow. Over 200 coins were distributed to elected officials and decision-makers as a call to action. These coins aim to highlight the importance of policies that protect this 'white gold' from the impacts of climate change.

"We wanted to communicate in a language that resonates with those who seem to minimise the effects of climate change," explains David Allard, executive creative director at Sid Lee. "The equation is simple: less snow equals less revenue."