Adapting to climate change is second nature to us
4/7/2024
The ministère de l’Environnement, de la Lutte contre les changements climatiques, de la Faune et des Parcs (MELCCFP) and its partner agency Tam-Tam\TBWA have launched a new campaign about adapting to climate change. The campaign highlights the concrete measures taken across Quebec.
“To fight climate change, we must reduce our greenhouse gas (GHG) emissions, but it’s also critical that we implement adaptation measures to protect the population and maintain our quality of life. Given the growing impacts of climate change, we need to adjust our behaviours, which is why the government has chosen to considerably increase investments in adaptation solutions. The ministry wanted to raise awareness about the need to adapt to climate change and showcase the range of projects being carried out across the province,” said Anne-Marie Martineau, Strategic Communications Advisor and Campaign Coordinator at MELCCFP.
The measures to adapt to climate change apply to many sectors. For instance, we can adjust our farming practices, rethink how we manage crops, and widen riverbanks to promote resilient fields. We can also restructure our forests to fight fires, install green infrastructure to reduce heat islands in cities, and better manage rainwater.
The ability to adapt is an essential trait of the Quebec identity, and it goes beyond environmental aspects.
“From the outset, we realized that although our climate is changing, our character remains the same: we’re brave, creative and resilient. This common truth is in Quebecers’ DNA and it became the theme of our campaign: Adapting is second nature to us,” said Simon Grégoire, Creative Lead at Tam-Tam\TBWA.
The campaign will run all summer on TV, OLV and digital platforms.
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