the childrens clean air network - case for support 2010

FREEFor our kids.

TheChildren'sCleanAirNetwork

Let'sturnoffNorthAmerica'stailpipe.Presented to

October 30, 2010

© 2010, The Children’s Clean Air Network, all rights reserved. Except as permitted under the Copyright Act, R.S.C. 1985, c. C.42, no part of this document may be used, reproduced, pub-lished, modified or transmitted in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without the prior written permission or agreement of The Children’s Clean Air Network Society.

Vision:‘IDLE-FREE is the next smoke-free’. Needless vehicle emissions will become as socially unacceptable as second-hand smoke.

Mission:To reduce greenhouse gas and improve air quality by reducing needless vehicle emissions.

Strategy:To empower kids to change the public’s behaviour. Kids are the message; kids are the messengers – they have the most to lose from climate change and poor air quality.

To partner with business, schools and media to educate and increase awareness through simple and consistent messaging.

business, schools and media to educate and increase awareness through simple and consistent messaging.

The Children's Clean Air Net-work is a not-for-profit that began as a grassroots effort in 2006 by volunteer 'hockey dad' Ron Zima to limit needless vehicle idling at his kids' school. Today it has grown to include other schools, businesses and media who share the vision of a time when most North Ameri-cans will 'go IDLE-FREE' when parked.

The end goal, through the mes-saging of children, is to inspire the motoring public to make one small change in their driving habit – saving billions of gallons of gas, cutting millions of tons of CO2 and clearing the air for kids across North America.

‘Turning off North America’s tailpipe’ with The Children’s Clean Air Network

'IDLE-FREE for our Kids' is The Children's Clean Air Net-work's unique public service campaign, promoting 'kids as the message and messengers' - an emotional appeal to grown-ups to turn off their tailpipes when parked. Fittingly, the campaign began in 'the tailpipe' of North America (Maritime Canada). It’s the vision of The Children's Clean Air Network for 'IDLE-FREE to be the next smoke-free', where needless vehicle emissions will become as socially unacceptable as second-hand smoke.

The strategy of The Children's Clean Air Network is to em-power kids to change the public's behaviour, given kids have the most to lose from climate change and poor air quality. Change will occur through partnerships with

Most drivers still believe in idling myths from yesteryear; ‘idling is good,’ ‘long warm-ups are best,’ and ‘restarts are bad.’ Hundreds of anti-idling campaigns and bylaws across the continent have tried to change this - some have been around since the early 1990s. For the most part though attitudes remain largely unchanged in spite of growing efforts to address greenhouse gas emissions and clean up our air. Existing ‘anti-idling’ efforts are mostly disconnected and often unaware of ac-tions or strategies from one region to the next. Mass behavioural change requires a mass effort; one that’s consistent, ongo-ing and not limited by boundaries and borders. Greenhouse gas and air pollu-tion doesn’t stay within borders. Neither should a movement to limit a major source of the problem – 300 million tail-pipes across the U.S. and Canada.

Our car-dealer partners tell us that despite the growing promotion of hybrid vehicles, electric cars and cleaner fuels, we won’t see an extensive conversion from today’s gasoline engines for years. That’s why mass adoption of a new IDLE-FREE habit is so important.

The Children’s Clean Air Network – Case for Support 1

Across North America, we’d save bil-lions of dollars in gas, cut millions of tons of greenhouse gas, and gain cleaner air. Asthma rates are growing across North America and are now epidemic in many jurisdictions. In Maritime Canada – ‘the tailpipe,’ aggravated asthma is the leading reason kids miss school; one-in-five kids are afflicted. Poor air quality from vehicle exhaust is a leading contributing factor.

The Children’s Clean Air Network approach is unique. Our strategy is to connect hundreds of local anti-idling campaigns into one unified movement across the continent, building partner-ships with media and the corporate sector to ‘turn off North America’s tailpipe.’

The Children’s Clean Air Network aims to be the leader of a unified North American IDLE-FREE movement by the spring of 2014. ‘IDLE-FREE for Our Kids’ will be a recognized call to action on this issue in every region of the U.S. and Canada with the support of national business, government and media outlet partnerships.

To date, almost all of The Children’s Clean Air Network’s marketing support has come from businesses - while operat-ing on a volunteer basis and at minimal expense. An estimated $350,000 in-kind media, school sponsorship and business promotion has been generated since 2007.

Our target is to begin full-time operation for our mission by the Spring of 2011. We’ll do this with a number of large corporate ‘IDLE-FREE Peer-Leaders’. In exchange for exclusive rights and expertise, these early ‘national/regional’ peer leaders will provide the estimated $425,000 needed to cover operational expenses over the next three years.

Hockey dad’s mission: ‘turning off North America’s tailpipe’I used to idle my car all the time -

even when it was parked.

I had a remote car starter. On cold days, I’d see if I could turn my car on with the remote from an office tower a block away. Often, I’d run it for up to half an hour before I was ready to leave.

I would run my car in my driveway, waiting outside stores, schools and libraries, and long traffic delays. When camping, I’d run my car to inflate the air mattress with a plug-in pump.

Then my kids came along. And so did the headlines

about the future of their planet. I looked at my car keys and wondered, “what does all this idling add up to?” I had a nagging feeling that what I was doing wasn’t good. I did some research and the numbers floored me. I discovered I had plenty of idling company.

According to the EPA, Environment Canada and independent studies, we burn billions of gallons of gas every year across North America, generating millions of tons of greenhouse gas and fouling our air. It’s the cost of leaving our tailpipes on – even when they’re parked.

That’s billions of dollars going up in smoke every year, a further drag on our environment and health care systems.

At places like ball fields, hockey rinks and schools where our kids depend on clean air, we typically IDLE a lot. That’s why, as a hockey dad, those places are high on my ‘IDLE-FREE’ wish list.

For me, this began as an unforseen mis-sion several years ago. But the mission continues today by necessity. Despite the multitude of anti-idling bylaws and cam-paigns across North America (some going back to the early 90s), North America’s tailpipe largely stays on. For now.

And in spite of the hype about hybrids and cleaner fuels, the auto industry tells us it could be at least ten years before we see a mass change from what we’re driv-ing today. Which is why inspiring North Americans about a new tailpipe-habit on a large scale is so important now.

I’m an ex-radio and TV broadcaster, sales and marketing guy. You’d think I’d be able to communicate with people. But early on, I missed the mark. I was too preachy. I didn’t have a clue about how to motivate the public about ‘going IDLE-FREE’. And in 2005 ‘going green’ wasn’t yet mainstream.

So I went to school. Literally. I made countless presentations at my kids’ elementary school where I was struck by their passion and concern for the en-vironment. Needless car, truck and bus exhaust was at the top of their list. I also learned that when these kids brought home practical ideas about caring for the planet, their parents took note and change happened.

In 2006 The Children’s Clean Air Network was born. Our approach of empowering kids for this mission, ‘kids are the message and the messengers’ is modeled on the experience at that elementary school. We’re finding business, media and the public are responding in a resounding way.


We’ve built a growing, responsive net-work of IDLE-FREE schools, media and business partners – including car dealers (who tell us idling while parked is one of the worst things you can do for a modern engine). We recently partnered with a motor coach company - the first in North America to actively promote their drivers to ‘go IDLE-FREE for our kids.’ And a large shopping mall has created IDLE-FREE parking zones and encouraged pledges of employees and customers to ‘go IDLE-FREE for our kids.’

Our goal is to inspire the rest of North America to turn off its tailpipe – when it’s parked. We see IDLE-FREE as ‘the next smoke free’ – when needless tailpipe exhaust becomes as socially unacceptable as secondhand smoke.

Now we need high profile partners who will help us reach and inspire millions of motorists with a formula that’s attracting more and more buy-in. Business, media and the public are enlisting – because of kids. Help us spread the formula and cre-ate a mass movement. Partner with us.

In many cases there will be significant benefits to your bottom line, and in all cases the impact on your corporate repu-tation and your employees’ pocket books could be enormous. And think about how you’ll feel helping cut millions of tons of greenhouse gas and clearing the air for our kids. All with the turn of a key.

GoalTo be the leader of a unified North American IDLE-FREE movement.

‘IDLE-FREE for Our Kids’ will become a recognized call to action in every region of the U.S. and Canada via partner-ships with national business, govern-ment and media outlets by the spring of 2014.

Through only volunteer efforts the Children’s Clean Air Network and its ‘IDLE-FREE for our kids’ move-ment is having an impact in Eastern Canada. Based on this compelling track record it’s the goal of The Chil-dren’s Clean Air Network to apply its model and lessons learned from five years of experience and results to broader markets across North America.

There are hundreds of anti-idling campaigns and by-laws across North America. Some are community efforts, some are funded by govern-ment (within broader environmental strategies), some are programs-with-in-programs through ecology-groups (often funded by government). But none appear to have achieved any lasting large-scale success, either county-wide, state-wide, province-wide or nation-wide.

To achieve our goal more than part-time volunteer efforts are required. In order to move forward The Chil-dren’s Clean Air Network Board has approved a model where the Chair-man will be a paid employee of the Society in order to apply himself full time to the goal of The Children's Clean Air Network.

To reach this goal The Children’s Clean Air Network needs funding for the salary/expenses of its Chair-man to cultivate partnerships with media, regional and national busi-nesses, local government, schools, sports and recreation facilities in regions across North America. We need money to operate on a full-time basis to replicate our Eastern-Cana-dian buy-in across the continent.

To attract funds The Children’s Clean Air Network will initially offer a number* of Peer-Leader

partnerships, with time-limited exclusivity, in each of the follow-

ing areas: the auto sector, the transportation services sector, the retail sector, the large corporate fleet sector and a foundation. * the number of initial partnerships will be determined by the size, scope and relative contribution of each partner.

The Children’s Clean Air Network – Case for Support4

Key Targets on the road to 2014

By March 31, 2011Cultivate and enlist at least two national / North American Peer-Leader corpo-rate partners who will provide funding for operations to 2014 in return for PR consulting and branding/marketing expertise. The fundraising target is to achieve at least $200,000, or about half of the $425,000 anticipated for operating expenses over the duration of the Plan.

By June 30, 2011Develop an on-line bestpractices ‘IDLE-FREE for our kids’ web site and social media resource that becomes the on-line leader in providing free insight and marketing/branding resources for health education and environment groups in lo-cal communities across North America.

By December 31, 2011Cultivate and enlist the remaining national / North American Peer-Leader corporate partners who will provide the balance of the $425,000 needed for oper-ating expenses through 2014 in return for PR consulting and branding/marketing expertise.

By March 31, 2014Cultivate and enlist pro bono/paid media outlets in print, radio, TV and online in every major region of the U.S. and Canada.

By March 31, 2014Develop business workforce and school education and inspiration strategies/part-nerships at the grass-roots level in every major region of the U.S. and Canada.


“We can do this”

WANTED: North American IDLE-FREE Peer Leaders

Save tons of Money & CO2 Earn Genuine 'green' PR

AcrossNorthAmerica:lotsofdotsforournetwork!

Partner opportunities – national / North American IDLE-FREE Peer-LeadersHaving achieved so much as part-time volunteers, imagine what we might achieve with a full-time effort? We’re searching for a number of influential national / North American partners to provide funding and spread our ‘IDLE-FREE for our kids’.

Help turn off North America’s tailpipe and reap the rewards as a North Ameri-can IDLE-FREE Peer-Leader:

• if you operate a fleet, potentially save significant fuel and maintenance costs by cutting non-operational idling• differentiate your organization as a leader helping to eliminate millions of tons of green house gas while saving your customers, employees and the general public millions of dollars of fuel now going up in smoke.• enhance your organizations’ social responsibility relationship with your customers, employees and commu-nity, while potentially attracting new customers • tap into good will from cities and towns, health and environment groups, and educators across North America• earn significant, genuine ‘green PR’ and media coverage

Levels of SupportThe Children’s Clean Air Network con-templates three levels of partnership and support. It is anticipated early-adopter large corporations and / or foundations will provide funding of $425,000 to cover operations over the next three years.

1. National / North American IDLE-FREE Peer-Leader – approx. $100,000* over three years (50% year one, 25% each of year two and three).Auto sector

• auto manufacturer / dealer network• car-rental company

Transportation sector• national trucking company and/or association• Motor Coach Tour Operator association• national courier company

Retail sector• retail Shopping Developer/Manage-ment Firm• major retailer in either dry goods and/or groceries

Large corporate fleet sector• large corporation service fleet (for example, telecom carrier)

Foundation support• an environmental and / or kids’ health foundation

Each national / North American Peer-Leader funding partner will receive:

• recognition as a Children’s Clean Air Network national peer-leader (rec-ognition to be negotiated and deter-mined on a case-by-case basis relative to each partner’s unique environment)• exclusivity for the first year; brand-ing, promotion (right of refusal of any perceived competitors as new part-ners, for 12 months from the start of consulting)• comprehensive consulting (hours and scope to be negotiated and determined case by case); IDLE-FREE commu-nications planning, PR, marketing and media services, motivational speaking and employee training, community outreach (school sponsorship, etc.)• access to all programs and insight developed for other contributors

* all associated direct marketing, production, travel expenses are extra


2. Grass-roots business and schoolsMaximum public penetration will be received through both business and / or school initiatives. Businesses can further participate at a grass-roots level through either the sponsorship of a school or the development of a program for their business and employees. Many of the benefits available to the national / North American level are equally applicable at the grass-roots employee level, i.e. being a corporate leader and demonstrating social responsibility within the community.

School sponsorshipsThe most effective way to tap into The Children’s Clean Air Network’s strategy of messaging through kids is to engage students. Individuals or businesses may sponsor a school starting at $2,500. This includes a suite of co-branded (your corporation with The Children’s Clean Air Network) marketing material (traffic signs, banners, IDLE-FREE bucks) and special event school launch coordinated with local/national media.

Business initiativesCustomized programs can be developed for your business and its employees. Costs will vary depending on the extent of signage, appearances for training and motivational presentations, etc

3. DonorsThe Children’s Clean Air Network has applied to the Canada Revenue Agency for charitable status. Should such status be granted, The Children’s Clean Air Network will encourage tax-deductable donations in support of our goals and objectives. Should charitable status be obtained in Canada The Children’s Clean Air Network will explore the possibility of similar status in the United States.


Is this really a problem?

Why our mission is a worthy oneWhat if there was a way to save consumers and businesses billions of dollars, eliminate millions of tons of greenhouse gas and clear the air – with the flick of a key?

There is a way. Help us turn off North America’s tailpipe – when it’s parked.

“Is this really a problem?” Take a look around your town or city and observe what people do when they’re parked.

We seem to live in an ‘always-on’ society. Our appliances and smart phones are always on or plugged into a wall. Our computers and flat screens are often on and draining power. We’ve extended this ‘always-on’ habit to our cars and trucks –

NO IDLE LAWYOU IDLEYOU PAY

Maximum Fine - $2,000As ordered by D.O.T.

Anti-Idling bylaws have been around for 20+ years.

How much have they achieved?

We believe North Americans can be inspired to go ‘IDLE-FREE for our kids’ with a consistent mass appeal featuring children; ‘kids are the message, kids are the messengers.’ We’re getting significant buy-in with this strategy in Maritime Canada – the ‘tailpipe of North America’ and now we’re planning to replicate our strategy across the continent.


even when they’re stopped. Examples of situations where vehicles are often left on include:

• line-up of cars at the grocery store.• the service-van parked on the street.• vehicles waiting by the ball field and hockey rink.• the line-up of vehicles outside schools.• the long line at a construction delay.

Today, we’re inclined to ‘leave it on.’

Multiply this habit by millions of cars and trucks across the U.S. and Canada – and that’s billions of dollars of gas going up in smoke, generating millions of tons of needless greenhouse gas while fouling our air.

According to ‘Costly Myths,’ a paper published in the journal Energy Policy in 2009, sitting in place while the engine is running wastes more that 10 billion gal-lons of gas each year in the U.S. alone.

‘Idling’ is a hot-button issue in towns and cities across North America actively trying to cut needless vehicle emissions. Many have passed hard-to-enforce anti-idling bylaws. Yet the public is still largely unaware of the cost or don’t see a personal connection to the problem. Or they’re still fooled by the old idling myths; ‘idling is good,’ ‘long warm-ups are best,’ and ‘restarts are bad.’

In large cities the ‘always on’ traffic is add-ing to a toxic mix that’s become difficult to breathe, especially for kids and seniors. It’s led to some aggressive bylaw changes in search of relief.

In 2010 the City of Toronto, for example (led by its department of public health), changed its 1990s by-law limit from three minutes to one minute before trigger-ing a fine (only 88 tickets were issued in 2009 in a city of about 2.3 million daily car-trips). Still the idling goes on, largely unchanged and at an estimated annual cost of $70 million in gas and 200,000 tons of greenhouse gas in the Toronto area alone.

Which raises the question - with millions of vehicles, very few by-law officers and tailpipe exhaust that’s often hard to spot, how do you enforce by-laws in Toronto, New York or any other city or town with limited resources?

Our objective is to evolve from today’s environment where the public prefers to ‘leave it on,’ to when the preference is to ‘turn it off.’


Our value proposition & why our strategy is workingIt’s going to be a long time before the majority of North Americans either own a hybrid or electric car thereby making needless needless idling much less of an issue. In fact we’re keeping our cars and regular gas engines an average of close to ten years, longer than ever before. That’s why a change in habit with existing cars and trucks is critical. They’re going to be around for some time yet.

Meanwhile, our cities and towns are looking for ways to influence the public in shutting off their tailpipes whenever possible. The challenge is the public is skepti-cal of government’s leadership on this issue. Government fleets such as public transit, police, and other units are often seen as leading offend-ers, not as role models.

A core principle of The Children’s Clean Air Network is ‘leadership by doing.’ In today’s highly connected world of on-line social media and public scrutiny, particularly in the area of ‘going green’, the public is demanding leadership ‘by doing’ not ‘by saying.’ We inspire our partners to embrace the habit before pro-moting the message to the community. It’s important to ‘walk the talk.’

‘Going IDLE-FREE’ represents one of the most compelling opportunities for ‘going green’ today. It’s pretty simple to demonstrate leadership: your vehicle is either on for a good reason or it’s not. For public or private fleets cutting idle-time will have a huge impact on reducing operating and maintenance expense. Likewise going IDLE-FREE can save employees similar expense and boost corporate spirit by demonstrating genu-ine environmental leadership. And the value of public relations stemming from IDLE-FREE peer-leadership in an ex-panding green economy can be priceless.

How can we achieve a shift in behaviour across North America with an effort that’s consistent across North America? In order to achieve continent-wide suc-cess a laser-like focus on doing one thing

and doing it well is required. High profile partners are needed to build on the buy-in that The Children’s Clean Air Network has already demonstrated is possible at a local and regional level. Building national scale will help to create a positive ground-swell for change, in other words a ‘tipping point.’

To realize the vision of ‘needless vehicle emissions as socially unacceptable as second-hand smoke,’ a sustained mass-appeal with partners is needed; with

consistent strategy and marketing in public spaces, in mass-media, and in engaging fleet operators as peer-leaders in every region of North America.

If the campaign has a consistent look and feel, is sustained over a period of several years, and continues to build a critical level of support, its likelihood of influencing the public on a mass-scale will be greater.

The Children’s Clean Air Network’s po-sition is based on the reality that the vast majority of us drive cars. Therefore the vast majority of North Americans have a responsibility to contribute to cleaning up the negative effects of driving. In this case one small change will add up to saving billions in gas while slashing millions of tons of green house gas.

Future generations are depending on us to make the best choices now. We shouldn’t expect government or business alone to pay for the mass-appeal that will be needed across North America to alter our driving habits. What will be required are influential partners in business, media and government all pitching in to create a change that will conserve billions of dollars of fuel and cut millions of tons of greenhouse gas across the continent each year.

In the same way greenhouse gas and air pollution collects and builds in our single atmosphere and respects no borders, we need a collective effort on a mass scale that inspires people across borders. Always-on idling should no longer be the accepted norm.

“Kids as the message and the messengers”

“The tipping point”

The Children’s Clean Air Network - two key prin-ciples for our successThe emotional appeal of childrenFrom our experience, an ‘emotional sell’ by kids to grown-ups works wonders. When grown-ups hear the message from kids they pay attention. Kids have the most to lose from poor air quality and any threat to the future environment. Grown-ups intuitively understand this and respond.

The Abe Lincoln theory; inspire the public and the majority will respond

“Public sentiment is everything. With public sentiment, nothing can fail. Without it, nothing can succeed.” – Abraham Lincoln

Just like honest Abe, our approach is genuine and positive. We’re not anti-car. We’re not anti-drive-thru. We’re pro common sense. Our goal is to be seen as a positive choice by the majority of people.

Once drivers understand that always-on idling is one of the most harmful things you can do for a modern engine, costs a lot of money, and has an enormous, collective impact on the health and environment of children, they buy-in.

Based on our experience with car dealers, schools, and fleets, a majority will respond when the approach is kept positive and

hopeful - with an invitation to people to be part of a larger solution. In other words, their small action as part of this effort will add up to a lot.

Rather than condemning all idling, we ask drivers to think of the ‘no-brainer’ idling. Those times when it makes perfect sense to turn off their tailpipe, but when they simply may not think of it.

Waiting in the grocery store parking lot…the construction delay…waiting for the kids outside the library or school.

After acquiring the IDLE-FREE habit, appreciating its impact and how little sacrifice is involved, people naturally look to extend the practice wherever and whenever it makes sense. They’re also likely to share the idea with others. Rather than alienate anyone, we’re out to enlist the majority and create a positive mass-movement to address the ‘no-brainer’ idling.

The Children’s Clean Air Network communica-tions strategy – ‘Mass and Grass’Our experience and research reveals that a majority will support an environmental cause if:

• they’re led-by-example – real stories• positive and hopeful – not preachy• practical - how it affects their children, their pocketbook• they emotionally buy-in and• they are reminded

People want to know they’re not acting alone when it comes to an environmental action (see Hoggan & Associates “At-titudes towards sustainability” ). People want to know the little things they do will add up and others are likely to pitch in as well.

The Children’s Clean Air Network has discovered that when the public sees and hears from kids about needless exhaust and the environment attitudes change rather quickly.

We’re building the most effective ‘mass and grass’ campaign possible – recruiting public-service partners in print, radio, TV and the web (mass media) while connect-ing business sponsors to help schools go IDLE-FREE (grass-roots).

When kids promote IDLE-FREE in newspapers, on TV, or on-line and bring the message home from school, change happens. When grown-ups are reminded they’ll ‘save money, cut greenhouse gas and clear the air for kids’, the message sticks.

We’re also working at the grass-roots level with organizations and large fleets that need a proven way to educate and motivate drivers to go ‘IDLE-FREE for our kids.’ For large fleets, the benefits can be enormous: fuel and maintenance savings while the company demonstrates authentic leadership on the environment through cutting tons of needless CO2.


The Children’s Clean Air Network – who we areThe Children’s Clean Air Network grew from a small grass-roots campaign in 2006 into a not-for-profit with a net-work of supporters including schools, major-media outlets, businesses including car dealers, a leading motor coach tour company, and one of the largest shopping malls in Eastern Canada.

With no salaried employees and minimal administrative costs since 2006, The Chil-dren’s Clean Air Network has cultivated hundreds of thousands of dollars of PSA advertising in mass-media, corporate school-sponsorships, and community out-reach marketing. It’s also attracted a growing list of business and community leaders to its Board.

This growth has been led by Ron Zima, the passionate founder and chief com-municator of The Children’s Clean Air Network. Zima’s full-time job is as head of Fund Development and Public Rela-tions for The Salvation Army, Maritime Division (three Maritime provinces of Eastern Canada).

Starting from scratch and armed only with a compelling story, The Children’s Clean Air Network has built a brand and awareness around and ‘IDLE-FREE for our kids’. The results have been funded almost entirely without public money, powered mostly by pro-bono media and buy-in from businesses. The goal now is to replicate the model and leverage its lessons and success with broader reach across North America.


Peer Leaders and Programs. Where the use of the respective funding will be con-siderably different – Peer Leader funding primarily for support and promotion of CCAN and our message, with Program funding directed to specific IDLE-FREE initiatives, each is presented separately.

As CCAN enters this new phase, forecasting in-kind value and budgets is a challenge. Without a history of the level of partnerships achievable through a full-time resource it is difficult, if not impossible, to forecast how many busi-nesses, associations, government agencies and schools will use the CCAN model to promote IDLE-FREE environments.

Peer Leader funding – fund-ing from both foundations and large corporations is designated primarily for remuneration of the Chair, web and social media development and maintenance, equipment and software, advertising and travel. The goal for Peer Leader fund-ing is $425,000 - $150,000 to be secured prior to April 2011, a further $175,000 during fiscal 2012 and a final $100,000

The Children’s Clean Air Network (CCAN) FinancialsSince CCAN was registered (in 2008) with the Nova Scotia Registry of Joint Stocks financial statements have been reviewed and confirmed to be in accor-dance with Canadian generally accepted accounting principles by Hemming, Weir, Casey, Inc., Chartered Accountants.

Program revenue has increased consider-ably over the three years, from $2,200 (fiscal year 2009) to $14,537 (2010), to a forecast of over $30,000 (2011), dem-onstrating the successes and reach of CCAN’s efforts.

Beyond actual revenue a considerable amount of in-kind media (newspaper, radio, theatres etc.) advertising has been provided by media partners, estimated to be in the ballpark of $60,000 (2009) and $150,000 (2010) over the past two years.

In addition to expected ongoing and increasing in-kind value, future revenue is anticipated from two different sources –

during the following year.

Program funding – program ini-tiatives normally arise through business, municipalities and other government agencies, associations, e.g. trucking or car dealer associations, and schools. CCAN’s reach for facilitating programs will be dependent on achieving the Peer Leader funding. Should the funding goals be achieved it is expected program rev-enue will increase from the current year forecast of $30,000 to over $900,000 in 2014. It is forecast that 90% of program revenue will be used for printing, signage and merchandise, e.g. tailgate magnets, with the balance allocated for advertis-ing, web and social media, equipment and software, travel, phone and administra-tion.

Canada Revenue Agency (CRA) charitable status – CCAN has applied to CRA for chari-table status with a decision expected prior to the end of 2010. Should CRA grant


Secretary Treasurer and Advocate Norm Collins


Revenue

Case for Support Financials

Expenses

RemunerationMaterials & printingMerchandiseAdvertisingWeb & social mediaEquipment & softwareTravelRecognitionPhoneAdministration

Total

Excess revenue over expenses

Value of in-kind PSA media*

2009

Actual$0

1,44000

2000

40400

395$2,115

$85

2010

Actual$0

5,8812,4892,600

3310

257250

0815

$12,623

$1,914

2011 Forecast

Peer TotalPrograms Leaders Budget $0 $18,750 $18,750 4,688 4,688 6,290 6,290 12,241 2,000 14,241 141 25,000 25,141 1,260 15,000 16,260 517 10,000 10,517 250 0 250 0 2,500 2,500 2,315 0 2,315 $27,702 $73,250 $100,952

$5,008 $1,950 $6,958

Expenses

* 2009 - 2011 values are ballpark estimates. Prospectively, values will be monitored and quantified.

Fiscal years ending March 31st

Revenue

Membership fees

DonationsFunding Foundations Corporations Municipalities & government Associations Schools Business

Total

2009

Actual

$25050

00

4001,500

00

$2,200

2010

Actual

$6015

00

35000

13,581

$14,537

2011 Forecast

Peer TotalPrograms Leaders Budget

$550 $200 $750 250 0 250

0 0 75,000 75,000 565 565 0 0 2,500 2,500 28,845 28,845

$32,710 $75,200 $107,910

2012 Budget


$1,000 $600 $1,600 500 0 500

37,500 37,500 87,500 87,500 50,000 50,000 20,000 20,000 62,500 62,500 100,000 100,000

$234,000 $125,600 $359,600

2012 Budget

Peer TotalPrograms Leaders Budget $0 $75,000 $75,000 104,625 104,625 104,625 104,625 4,650 10,000 14,650 2,325 15,000 17,325 2,325 5,000 7,325 2,325 15,000 17,325 250 0 250 2,325 5,000 7,325 1,000 0 1,000 $224,450 $125,000 $349,450

$9,550 $600 $10,150

$60,000 $150,000 $250,000 $500,000 $750,000 $1,000,000

2011 Forecast

Peer TotalPrograms Leaders Budget $0 $18,750 $18,750 4,688 4,688 6,290 6,290 12,241 2,000 14,241 141 25,000 25,141 1,260 15,000 16,260 517 10,000 10,517 250 0 250 0 2,500 2,500 2,315 0 2,315 $27,702 $73,250 $100,952

$5,008 $1,950 $6,958

2011 Forecast


$550 $200 $750 250 0 250

0 0 75,000 75,000 565 565 0 0 2,500 2,500 28,845 28,845

$32,710 $75,200 $107,910


2012 Budget


$1,000 $600 $1,600 500 0 500

37,500 37,500 87,500 87,500 50,000 50,000 20,000 20,000 62,500 62,500 100,000 100,000

$234,000 $125,600 $359,600

2013 Budget


$1,500 $600 $2,100 1,000 0 1,000

43,750 43,750 87,500 87,500 100,000 100,000 40,000 40,000 125,000 125,000 250,000 250,000

$517,500 $131,850 $649,350

2014 Budget


$2,000 $600 $2,600 2,000 0 2,000

31,250 31,250 37,500 37,500 140,000 140,000 60,000 60,000 250,000 250,000 500,000 500,000

$954,000 $69,350 $1,023,350

2012 Budget

Peer TotalPrograms Leaders Budget $0 $75,000 $75,000 104,625 104,625 104,625 104,625 4,650 10,000 14,650 2,325 15,000 17,325 2,325 5,000 7,325 2,325 15,000 17,325 250 0 250 2,325 5,000 7,325 1,000 0 1,000 $224,450 $125,000 $349,450

$9,550 $600 $10,150

2013 Budget


$0 $78,800 $78,800 231,750 231,750 231,750 231,750 10,300 2,000 12,300 5,150 5,000 10,150 5,150 2,500 7,650 5,150 10,000 15,150 250 0 250 5,150 5,000 10,150 1,000 0 1,000 $495,650 $103,300 $598,950

$21,850 $28,550 $50,400

2014 Budget

Peer TotalPrograms Leaders Budget $0 $80,800 $80,800 427,500 427,500 427,500 427,500 19,000 2,000 21,000 9,500 5,000 14,500 9,500 2,500 12,000 9,500 5,000 14,500 250 0 250 9,500 5,000 14,500 1,000 0 1,000 $913,250 $100,300 $1,013,550

$40,750 ($30,950) $9,800

$60,000 $150,000 $250,000 $500,000 $750,000 $1,000,000


Ron ZimaFounder, Chair

A father of two, he began his transforma-tion when he realized the impact it could have on his kids’ world if we all did this one little thing. He has years of cross-country business & media experience and is currently a director for PR & Fundrais-ing for The Salvation Army.

Our Board

Heather HoodSchools, Education Outreach

Heather is an educator and mother of Rachel, the poster-girl for The Children’s Clean Air Network. She and Rachel have been enthusiastic promoters of ‘IDLE-FREE for our kids’ since 2007.

Dennis CampbellBusiness Advisor

A father of two children at one of our IDLE-FREE schools, Dennis is the founder and president of Ambassatours Gray Line, the largest charter coach operator in Atlantic Canada.

Kevin PelleyBusiness Advisor

Kevin is the President of Peter Kohler Window and Entrance Systems, one of the largest employers in Nova Scotia. Peter Kohler is a well-known brand in Eastern Canada, recognized as a leader in environmental best-practices. Kevin is of-ten invited to speak at green conferences.

Norm Collins Secretary Treasurer

After a lengthy career as a finance executive, including Vice President for Maritime Life, Norm now provides retirement consulting services, and has served in this role for The Children’s Clean Air Network since 2008.

Lil MacPhersonCommunity Outreach

Lil is the mother of two boys, well-known restaurateur (owner/operator of The Wooden Monkey) and advocate for sustainable living communities. Clean air, water and healthy soil are three in-gredients she’s most concerned about.

The Children’s Clean Air Network – Case for Support

Bill CarrCommunication Advisor

Bill is a father, humanitarian, actor, humorist and motivational speaker. He’s an honorary Trustee and volunteer for the IWK Hospital for Children. And, he’s humorously acting out the role of ‘The IDLE Guy’ is our current Public Service ad campaign.

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Eric BollandGovernment Relations Advisor

An active father of two boys, Eric is a councilor for The Town of Kentville and has been one of Eastern Canada’s most progressive politicians regarding the issue of needless tailpipe emissions.

Ronnie AlbertBusiness Advisor

Ronnie’s a highly successful business-man with a love of the outdoors, ‘green thumb’ and a passion for the health and welfare of kids.

Casey BinkleyNext-Gen. Green-Dot Connector

A recent business grad of Dalhousie Uni-versity, Casey is the president of Ready Set Recycle and The Atlantic Eco-Expo. He’s one of the rising next-gen drivers in the green economy. “Turning off North America’s tailpipe when it’s parked. We could save billions of dollars and cut millions of tons of greenhouse gas. It’s a really cool mis-sion,” says Casey

The Children’s Clean Air Network – Case for Support

There is a way

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TESTIMONIALSEducation Where it began in 2006

“The IDLE-FREE model facilitated by The Children’s Clean Air Net-work at Kingswood School not only works, but can serve as a testament to how this program could be successful on a much larger scale in part-nership with departments of education and school boards elsewhere.” Carmelita Rowe, Principal, Kingswood Elementary School

TransportationAtlantic Canada’s leading motor coach tour operator

“The Children’s Clean Air Network approach was key to having faster and more meaningful buy-in by our drivers and passengers. Our company loves kids. Most of our drivers and tour guides have kids or grand kids. We've saved thousands of dollars in fuel and have earned tremendous, genuine green PR." Dennis Campbell, President, Ambassatours Gray Line

CorporationOne of Eastern Canada’s larger employers

“As a company, we take great pride in green initiatives. IDLE-FREE was an ideal way to show leadership by inspiring all those hundreds of employees who bring their cars to work to do one little thing. It’s so simple, but it can add up to so much. We’re also inspiring the larger community around us to go IDLE-FREE.” Kevin Pelley, President, Peter Kohler Windows

RetailerCanada’s first ‘IDLE-FREE mall’

“Our mall was already active in recycling, green power, and energy efficiency. The Children’s Clean Air Network had been a leader on this issue in our market for several years and we felt that their approach with IDLE-FREE was a perfect compliment. It’s a wonderful way to inspire thousands of our motoring customers and employees to save money while having a major, positive impact for the environment.” Rebecca Logan, Marketing Director, Mic Mac Mall

RadioAn ideal vehicle for promoting ‘IDLE-FREE for our kids’

C100 radio is one of the leading FM stations in Halifax and has powered several campaigns for The Children’s Clean Air Network since 2007 equaling tens of thousands of dollars of pro-bono airtime. Thousands of parents and families have heard IDLE-FREE messages at a time they can take instant action - behind the wheel listening to their car radio.


Newspaper Atlantic Canada’s largest circulating newspaper

The Chronicle Herald is the largest circulation news-paper in Atlantic Canada and has been a valuable supporter of The Children’s Clean Air Network since 2007. The Herald has provided tens of thousands of dollars of pro-bono public service advertising un-equalled for this cause in Canada.

Car dealers Allies in clearing the air on IDLING myths

The Children’s Clean Air Network has worked with four local dealerships to promote the IDLE-FREE message, representing North American, Asian and European brands.

• Colonial Honda• Hillcrest Volkswagen• Halifax Chrysler• City Mazda

All have embraced the mission of educating their customers and sponsoring local schools to create IDLE-FREE zones. The auto industry represents a valuable opportunity to influence millions of drivers across North America to clear the air on the IDLING myths:

• long warm-ups are good• IDLING is good• re-starts are bad


MeetRachelouroriginalposter-girl

“Please stop polluting.”

The emotional appeal of our movement comes directly out of the mouths of babes.

In 2007 we launched our first IDLE- FREE elementary school with the sponsorship of a local car dealer.

The gymnasium was packed; three TV net-works and two newspapers were covering the story.

I thought our target audience for ‘IDLE- FREE evangelists’ was kids in grade four and up. I figured what we were doing might be ‘over the heads’ of the younger kids.

Boy, I was wrong.

As I was addressing the crowd and getting the kids pumped- up, a determined, toothless voice cried out, “grown- ups should just stop polluting!”

All the cameras and microphones zoomed- in on little six- year old Rachel Hood. She stole the story and our hearts that day. And, she became the real- life icon of The Children’s Clean Air Network, appearing in countless PSAs in print, radio and TV since 2007.

Her image is on dozens of signs around one of Eastern Canada’s largest shopping malls, it’s on an enormous bus- wrap, and soon to be on signs around her new school sponsored by another car dealer.

She’s helped change the dynamic and the debate around needless vehicle emissions in ‘North America’s tailpipe.’

And she’s taught us a lesson. Never underestimate the influence or intelligence of children.

by Ron Zima

“This one simple act can save us billions in gas and cut millions of tons of CO2” – Ron Zima, Founder & Chair

the childrens clean air network - case for support 2010

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