Background

Shell is a long-established corporate member of the community, and one of the largest companies in Canada, accounting for more than 8,000 jobs and 1,600 retail stations across the country.

Over the years, Shell has provided a great deal of support for Canadian programs benefitting the environment. Public awareness of Shell’s environmental initiatives, however, remained very low.

Shell leadership, including heads of Social Investment and Communications in Canada, challenged Strut to develop a plan to engage the public and to get them more involved in Shell’s environmental grant program.

Strut’s Solution

Strut developed FuellingChange as a rebrand, and complete reenginnering of the 20 year old Shell Environmental Fund.

Where the Shell Environmental Fund was a simple manual application and grant process, FuellingChange incorporates social media and voting into the program, whereby consumers earn votes by redeeming the code from their Shell receipt and help their favourite environmental projects win up to $100,000 in grants.

In total, $2 million is up for grabs each year from FuellingChange for initiatives in three categories - land, water, and air.

Using Strut’s powerful Insynergi™ content management system, we built fuellingchange.com. A robust, secure system, the website generates audit logs, detailed traffic and transaction analytics, and is fully integrated with the Brightcove video platform, allowing the site to ingest, transcode, and deliver video to tens of thousands of users simultaneously. We also developed and integrated a promotion engine so Shell can create millions of codes for distribution.

Participating organizations log in to fuellingchange.com to maintain their profile and publish regular updates regarding their campaign, including photos and videos. Voters create an account where they can manage their vote balance, link their favourite programs to social media sites like Facebook and Twitter, and participate in FuellingChange promotions.

Project Scope

• Name and tagline development
• Website / Web Application Development
• Social Media Integration
• Launch Materials
• Point-of-sale Signage
• Training Videos for Retailers
• On-boarding Kits for Partner Organizations

Results

Since it’s launch, FuellingChange has garnered a great deal of attention from the public, NGOs, and Shell consumers. In the first year the FuellingChange website has processed more than 2 million votes from users in every province and territory.

By closely partnering with hundreds of environmental organizations, Shell has been able to demonstrate a commitment to helping Canadians get more involved in helping the environment. For the organizations involved, FuellingChange has been an opportunity to reach a wider audience, tell their stories in a public forum, and possibly win some much needed funding.

FuellingChange continues to grow, logging more than 100,000 votes per month. The exposure and engagement created by FuellingChange has been invaluable for every environmental organization involved. Win or lose, every project profile has been viewed by thousands of Canadians from coast to coast, raising awareness and generating buzz around their important environmental initiatives.