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. .
Ronald L. Doering, Chair/Pr&ident ,Bany Sadi&; Directeur Projet Direct&/ .

de projet

Jamie Alley,.CCME Jean Arnold, NBED David Bennett. 6LC Keith Bezanson, IDRC/CRDI : Harry Bombay, NAFA Lynn Broughton, Forum fbr Sustainability Thebdora Carroll-Foster, Gordon Ciifford, CA&VC IDRC/CRDI ., D

: .

: Volume 1:

George Connell, NRTEEITRNEE Heather Creech, llSDill6D

Overview of the Projet de So@&% .. Aperqu du Projet de SociM

Valuqw2 :

John Dillon, BCNI Lee Doney, EiCRT Charles Fergusan, INCO Janine Ferretti, Poliuticin Probe



Report of the Vis.ion and Process Committee Rapport du Cornit de ia v,ision et ,du processus~

Gay ~~~~~~~ cElAiAc[E

George Greene, CIDAISC~I Arthur Hanson, IlSDiliDD George Kowalski. DOE . exterieures

Report of the Document and Information Committee Rapport du Cokite de la documentation et de .Iinfofmatioti
Volume 4 :

Shirley Lewchuck, External Affairs/Affaires Elrzabeth May, Sierra Club

Progress Report June - December, .1993 . @pqort progressif, Juin - dkcembre, 1993

Sheldon McLeod, CCME

. mini&e

George Miller, Mining Association/Association Beatrice Olivastri, IlSDillDD .


Peter PAdbury, CCIC/CCCI I Leone Pippard, CEAICAE Chester Reimer; ICC P-s..,. :-L,..A-ar \lRTEFJRNEE

Sandy Scott, CCME Maty Simon, ICC .. Robert Slater, DOE : Rpger Street, DOE Judith Swan, Oceans lnktitute Susan Tanner, FOE Kathy Thompson, FCM Robert Valantin, IDRC/CRDI Zonny Woods, IlSDillDD Miriam Wyman, WEED I


Planning for a Sustainable Future PROjET



Prepared for: Third National Stakeholders Assembly December 16-l 7, 1993, Ottawa


Part I


Part II

A Preliminary Communications Strategy for the Projet de Sock%


Part Ill

Building a National Sustainable Development Strategy


Part IV

Youth Service for a Sustainable Future


Part V

Task Group on Environmental Jurisdiction


Part VI

Green Industries Demonstration Project


This volume contains a review of the progress made by the Projet de Sock% June to December mendations 1993. It describes the activities undertaken of the Second National Stakeholders Assembly.

for the period

in response to the recomAssembly. Detailed reports

A proposed two year workplan

is outlined for consideration and submissions contained

at the Third National Stakeholders

from the Task Forces established

to advance the main activity areas are

in a series of appendices.



Building a National Strategy Youth Service for a Sustainable Task Group on Environmental Green Industries Organizationai Demonstration Future Jurisdiction Project


Estimated Consolidated

udget for 1994


At the Second National Stakeholders 1993: and Information Committee on CanaAssembly, the following priorities were identified for the period June-December 0

to complete the report of the Documentation

dian responses to the Earth Summit and post-Rio activities; 0 to elaborate the framework and process for sustainability planning and action out-

lined in the June Progress Report; and 0 to undertake several practical activities that exemplify or initiate progress in the transi-

tion toward sustainability. The practical initiatives mental jurisdictional awareness sustainability planning discussed at the Second Assembly focused on: addressing overlap; promoting issues opportunities for green industry; developing of indigenous a research peoples building agenda and activities; participation environpublic and

of sustainability

tool kits; and securing

in sustainability that work in

and other activities

of the Projet de Sock%.

It was also recognized

these areas would help elaborate the draft framework and process for a national sustainable development strategy as outlined in the June, 1993 Progress Report of the Projet de Sock%. of progress on the above fronts, together with recommendafrom the groups established for the and Information on future into the following

This report gives an overview tions for further work. Committee priorities is contained

Detailed reports and proposals, separately

main activity areas, follow in parts II to VI. The report of the Documentation and directions for work by Projet de Sock% are incorporated

in Volume 3. However, its recommendations

review and proposed strategy.

Much has been accomplished in the past six months.
A considerable include: body of work was completed by and for the Working Group of the Projet de Assembly. Key deliverables Societe between the Second and Third National Stakeholders

1) Report on Canadas Response to UNCED and post-Rio Activity.

The full assessment, computer survey advance information based on the chapters of Agenda 21 is available The computer on the activities communities, (DISC), from the IISD database, by Canadian A synthesis in hard copy and on additional

disk which will be widely available. sustainability

disk also includes businesses

and steps being taken to and non-gov3 of the and recommendaVolume


ernment organizations. tions of the Document documents

report, containing Committee

the conclusions comprises

and Information

prepared for the Third Assembly.





s from the Task

and process for sustainability planning development which outlines a proposed apstrategy (part Ill); which is organized in two parts:

proach to building a nationai sustainable @ public awareness, 9 education

and communications

a communication

strategy for building public awareness

and promoting sustainabil-

ity as a national mission (part II); and ii) a youth service for sustainable development to directly engage the sector which will

live tomorrow with the choices we make today (part IV);

environmental workshop


which includes the results of a discussion

paper and

on the major issues of interjurisdictional

gridlock and the options for resolv-

ing them (pan V); and o green industry companies itiatives (part VI). In addition, two reports one on lnuit Circumpolar issues and one on the role of indigenous which identifies actions taken to bring together stakeholders and in-

in the Ozone Depleting Substance

(ODS) area and to support business

peoples in the Projet de Societe will be tabled at the December Assembly.


Braft Prospectus on the Projet

describe of new will likely

This document partners.

is intended to introduce the Projet de Sock% to a wider audience, and encourage the association and participation Further changes the vision, focus and approach and decisions

its current and proposed activities

it also attempts to articulate following

of the Projet de

Societe and specify its mission, goals and working objectives. be made to the Prospectus, Stakeholders Assembly. comments

taken at the Third National

result of the
The work of the Projet de Societe indicates that we should shift our focus from the lessons of the Earth Summit sustainability. (UNCED) to the larger task of promoting Canadas transition to The The Earth Summit is best seen as a stepping stone to further progress.

Projets DISC report illustrates that many positive changes are already underway and are helping to define the way forward. although there is no room for complacency.

in Canada

Far more is going on than many critics realize,

In addition, other initiatives For example, partnerships the green

of the Projet de Societe have helped to catalyze further actions. industry working group has helped to cement new business jurisdiction task efforts already The environmental

and to sow the seeds for new enterprise. Council of Ministers Association

group, which is NGO-driven, initiated by the Canadian study of environmental

is looking at ways to build on the harmonization of the Environment of Petroleum Producers

(CCME). The task group (CAPP) in a case

is also working with the Canadian jurisdictional

overlap in the oil and gas sector.



The work of the Projet de Sock% has been undertaken under tight budgetary constraints, and made possible only by significant voluntary contributions from Working Group members.
The original contribution period from November participants recommended agreement for funding the Projet de Sock% covered the six month 1992 to June 1993. At the Second National Stakeholders for the period June to December 1993. Assembly, In effect, the of the Projet de Sock% for a further six months and

endorsed the continuation several new initiatives

original budget had to be stretched to cover the longer period. This has meant that certain activities had to be combined. and sustainability Education Sustainable peoples. Assembly), tool kit were considered Strategy. and Communication Development For example, the research agenda and process for a National funding

by DISC, the task force on Public Awareness, were delayed until additional

and also in the framework Other activities

could be acquired,

such as the work on lnuit Circumpolar

issues and the role of indigenous issue at the June i.e. through study. peripherally

In the case of Oceans

(which was raised as an important and exemplified

the issue could only be addressed

the relevant chapter in the DISC report and as a component

in the lnuit Circumpolar

The collaborative, consensuscess followed by the Projet de Sock% has prowed inwa~~ab~e defining the way forward. in
The work of the past six months underlines cornerstone of the transition to a sustainable and environmental lenges encountered an integrated, the importance future. of consensus processes as a We know that changing by all Canadians, our economic that

course will demand adjustments will be complex and controversial.

and that the chal-

It is also widely acknowledged


approach to problem solving will be vital. The Projet de Societe an example of the new Our own experience has been valuable in to achieve sustainability. for change

itself should be seen as a prototype for doing business differently, mode of operation that will be necessary learning to work together and forge new partnerships Assembly

perhaps more than we credit. This process has not been easy. An end of term evaluation at the Third National Stakeholders can help position the next phase of work, and may allow others to learn from our mistakes and successes.

A National Sustainable Development Strategy is necessary to mobilize and focus the changes that Canada must make to achieve a sustainable future.
National A national priorities elaborated Sustainable strategy for dealing Development for Canada with them. Strategies are identified in Agenda address 21 as a principal the fundamental means by which countries will implement the agreements needs to go further; This is the conclusion and accords reached at UNCED. and highlight the options and Strategy. national strategy for

it should

barriers and issues that impede progress toward sustainability in Part III: Building a National Sustainable about the role, scope and substance were discussed

reached in the DISC report, and

Development of Canadas

Key questions sustainable


at a recent meeting of the Working Group of the



Key questions sustainable

about the role, scope and substance were discussed These are outlined

of Canadas





at a recent meeting of the Working Group of the below, with preliminary Assembly. responses, to encourage

Projet de Soci&e. further discussion

at the National Stakeholders

Why do we need a National Sustaina

There are several reasons: 5 to meet the commitments e to align environmental,

evelopment Strategy?

made at F?io;

economic and social polices; and plans underway in Canada; and jobs.

o to link the range of activities

o to point the way to future prosperity What is the ay to

and meaningful

This needs to be done on several levels: e raising public awareness e undertaking and changing social attitudes; reforms; realities;

public policy and institutional

* adjusting fiscal business and industry practices to account for ecological and 0 promoting international cooperation to strengthen global environmental


How should we create a national s~st~i~s~i~ity &rate

It would be possible for a small group to write a national strategy. Many countries follow this but it is unlikely to gain broad support. A top-down process does not work, sustainable development raises questions no one group can answer on its own. process is the only answer, but it takes time and effort. The dividend phase, when those involved advance the agreed upon actions.

approach, because

A consensus-building

comes at the implementation

All those who are already active in promoting sustainability and exchange of information in a broader coalition.

and see a need to link their efforts

What it my sector or ~~~~~~ity


You are welcome to join the Projet de Sock%&, and add value and linkage to its work.

Is this just three more years of taik?

No. From the beginning, with the sustainability facilitate the Projet de Societe has been promoting on difficult questions. actions to move ahead

agenda, to help build awareness

and political will for change, and to

a policy of consensus



How does this process relate to the existing role of government?

Sustainability planning, including the development of action plans, does not replace the planning brings A

policy and rule-making in overcoming

roles of government. fragmentation

The process of sustainability that has prevented

people together to develop a common vision, strategies to implement the vision and assists the jurisdictional progress in the past. National Sustainable are responsible dates. Development Strategy, built with stakeholder contributions, actions, consistent will provide

a family of action plans that sectors can take forward. Government institutions and agencies
for interpreting and implementing with their own man-

A series of proposals

for further work by the Projet de Societe will be found in the sections as part of an overall approach to one in which a range of programs development,

that follow. It is important, however, to see these initiatives building a national strategy for sustainable and activities complement and reinforce each other. three major building

The Draft Prospectus Development



blocks for a National


Strategy (NSDS): for change, which includes communication, information sharing/network-


ing, outreach and facilitation;


Planning gies; and

for a sustainable

future, which includes design of a NSDS, policy dialogues sector and community sustainability strate-

on key issues, and linking and analyzing

Learning from experience, and demonstration projects.

which ties together the mobilizing

and planning functions pilot

by tracking progress toward sustainability,

building capacity and encouraging

Linked together, the proposals for the Projet de Sock%.

in the following

chapters form a two to three year work plan

The budget figures are for the Calendar Year 1994 only.

I. Communications
A nine-point i)


program is proposed (see part II for details): a national which sustainable development mission held-in-common Nations, by all to

Communicating the importance developing the National

sectors of Canadian society, in order to establish unequivocally Canada, as a member sustainability Stakeholders

with the Canadian public attaches as a first step that

of the United

in Canada. In this regard, it is recommended Assembly

seek to have a national development mission

endorsed by all First Ministers.

ii) Developing a concept/marketing name to identify, promote and link initiatives to the realization of the national mission. across the

country which are contributing





the preparation

of sector and community and disseminate

sustainability the evolving



these to test, learn, demonstrate

national strategy Qasti-

mated 1994 budget:

vi) promote information

using databases,

sharing and networking among Projet partners -

toolkits, progress reports and other materials (@&mated 1994 budget: $70,0009.

This proposal for a youth-centred and educational to the transition placements the skills and experience

program for young people, aged 16-22, is based on work communities. It is designed to foster work and contribute phase is of the to find meaningful

in two distinct Canadian The proposed

that will help participants

to sustainability. outlined

budget for the developmental

modest relative to potential opportunity Liberal government

to engage youth and to link it to the initiative

in Creating Oppo&.My

(estimated 1994 budget: $73,0009.

4. Task Group on ~~~ir~~

With the agreement Group on Environmental dialogue Jurisdiction

ntal Jurisdiction
of Petroleum Producers (CAPP), the Task a case study of jurisdictional proposes to undertake

of the Canadian Association

gridlock in the oil and gas sector and the options for resolving it. This would include a policy under the activities described in 2(iii) above. A framework for analysis for the case objectives and criteria, were agreed to at a fall workshop at Banff, attended from business, government and the environmental and academic communistudies and policy that this approach will serve as a useful pilot forcase study, including by participants ties. dialogues

It is anticipated

in other sectors.

There is no proposed budget for this work group, because the cost of the oilandgas


study and dialogue will be met by industry.

The Green Industry Working Group was established expanding its capacity to meet national sector is an important tool for sustainable demonstration Environmental project in ozone depleting Industry Association.

to assist the green industries demand, recognizing

sector in that this a a

and international development. substances,

The Working Group established with the assistance of the Canadian this fall and is developing

It held two workshops

workplan to help this sector meet Montreal Protocol requirements. There is no proposed budget for this work group, because

these activities wi!/ be

supportad by industw and other sources.

The activities stakeholders, Stakeholders

of the Projet de Societe are currently carried out through a Working Group of which itself is broken down into committees Assembly is the major forum for reviewing and task forces. The National direction progress and providing



and guidance necessary,

to the Projet.

These are core instruments

for which a dedicated of NGOs.

budget is

and which should include provision

for the participation

i) Meetings and
The estimated cost of supporting the Working Group and National Stakeholders Assembly is $160,000 p.a., broken down as follows: National Stakeholders Assembly (2 meetings X 140 people) $60,000 $100,000 $16Q,OOO

Working Group (4 meetings X 24 people)

Total ii) Secretariat

The activities of the Projet de Societe are currently in the offices of the National supported by a part-time

secretariat, and the

which is housed

Round Table on the Environment

Economy. The National Round Table currently provides full administrative to the Projet de Sock%

support at no cost a secretariat.

For the next year there are two options for providing with the present or similar arrangement; secretariat or

Option 1: continue

Option 2: establish an independent

unit housed elsewhere.

Neither option should prejudice discussion organizational discussion, form and decision-making The cost estimates rather than to pre-empt it. that are selected.

at the National Stakeholders for options

Assembly about the

structure that will best suport the program areas i) and ii) are given below to aid this

Option 1: Secretariat facilities provided by the NRTEE or similar arrangement

project coordinator support staff

$60,000 $25,000 $85,0OQ

Projet facilities

Total Option 2: Independent

project coordinator two support staff communications, editing, production and distribution of publications


$50,000 $40,000

policy analyst/facilitator overhead costs (rent, phone, postage, furniture, equipment, etc.)

$205,000 $405,000








Task Group on Public Awareness, Education and Communications November 22,1993


Review Summary 1. Communications Rationale 2. Positioning Constraints 3. Strategy Components

3.1 National Sustainable 3.2 Concept Name 3.3 Projet Association 3.4 Communication 3.5 Communications 3.6 Computer 3.7 Computer Tools Around Specific or Special Projet Actions Development Mission

11 11 13 14 15 15 16 17 18 19 19 20 20 Task Group 20 21 Strategy 21 21 21 21 21 22

Database - Tools for Sustainability Database - Tracking Canadas Progress

4. Next Steps
4.1 Core Funding for Communications 4.2 Finalizing 4.3 Finalizing Prospectus Communications

4.4 Endorsement

of National Mission, Concept Name

4.5 Identifying and Establishing Partners to Develop and Deliver the Projets Communications Strategy 4.6 Development 4.7 Development 4.8 Development of Public Launch of Mission and Projet of Public Communications of Specific Communications Tools

5. Budget to Execute Acknowledgements

22 22



At the June meeting of the National Awareness, Education strategy which would aim to: i) ii) iii) articulate what is the Projet de Sock%; Stakeholders Assembly, the Task Group on Public and Communications identified the need for a communications

advance the vision of the Projet; promote public awareness future; and, and participation among Canadians towards a sustainable


build alliances outreaches.

with other countries

in terms of learning

and sharing

related to public

The working group elaborated tions strategy, these being:


four guiding principles

in the development

of a communica-

synergy; of gaps in knowledge; with high transferability; and,

0 identification

0 a special focus on practical examples

0 linking this task group to other task groups in the Projet. Additionally, the Assembly endorsed the task groups recommendation Future. that the Projet should support and link to develop a specific

proposal for a Youth Service for a Sustainable The Assembly

further endorsed the recommendation

with the NRTEE-ParticipACTION Following between proposal the National two sub-groups.

national social marketing program. meeting, the task group split its designated strategy presented in this document work has and


The communications

been developed

by Chuck Hopkins, Leone Pippard and Miriam Wyman. The youth service by Jean Arnold, Cameron McLeod, Shauna Sylvester, in part IV.

has been developed

Zonny Woods and is presented

A preliminary recognizing clarification nevertheless communications strategy for the Projet de Societe has been developed Regarding the second constraint, based on reviewing while the need for more information as to what other groups are doing and greater we have what partici-

of the strategic focus of the Projet.

tried to position the Projets communications Our conclusion

pants said in the two national stakeholder second assembly. which serves to: i)

meetings and the progress report tabled at the

is that Projet is foremost a catalyst for action by others,

elaborate what needs to be done (a framework for action);

Those in the assemblys network of networks and others outside the current assembly.





ii) iii)


who may already be doing it (database, tracking)2; items in the action plan not already covered by

enlist and link partners to implement others.

As such, the Projet provides the canvas (the framework, that is then painted (Canadas movement to sustainability) to contribute or mission. (individuals, sectors, communities,

or plan for action).

But the mural willing

is painted by all Canadians

and organizations) further actions.

to the collective canvas In this way, the Projet mural. strategy for the Projet de

The Projet serves to elaborate on the mission, monitor our progress, promote record our failures and catalyze and mobilizes countless undertakings These are: development mission held-in-common Nations, by all to which add to the collective

our successes,

attracts allegiance

With this focus in mind, it is proposed that a communications Societe would have nine key components. i) Communicating the importance developing a national which sustainable

sectors of Canadian society, in order to establish unequivocally Canada, as a member seek: sustainability

with the Canadian public attaches as a first step that

of the United

in Canada. In this regard, it is recommended Assembly

the National Stakeholders

e to have a national development ii) Developing a concept/marketing

mission endorsed by all First Ministers. name to identify, promote and link initiatives across the

country, which are contributing iii) In conjunction represents; with launching

to the realization

of the national mission.

the proposed national mission, and using the developed to the Canadian public what the Projet de Societe is and post-Rio event in Canada; and what

concept name, communicating

why it is both a unique and significant

the Projet implies for each and every one of us; iv) Following worthwhile a set of criteria, using the concept/marketing name as a means for other of the national

programs and activities to be associated

with the realization

mission (As in: Another acfivify of the Projef de Sociefe) v) Developing communication tools:

o a prospectus

to convey what the Projet de Societe is all about; and to convey the stories of what Canadians are doing to

e a newspaper/newsletter

realize the national mission. vi) Communicating that are taking sustainability. vii) Developing viii) Developing Sustainability,

to the Canadian

public through which


media the various

activities of

place across the country

are advancing

the development

communications a publicly

around specific Projet actions. and user-friendly computer database on Tools for


including case studies, process and planning reference materials, videos,

identified that the Projet has a valuable monitoring role to play in tracking Canadas

Besides being a catalyst, stakeholders

progress toward sustainable development. 3 This in addition to developing a Sustainability Tool Kit





contacts, speakers, animators, facilitators et cetera, which will assist in the development of sustainability ix} Developing plans and actions by regions, sectors, communities, well-defined etc3.

an accessible,

and detailed database which would monitor or plus in achieving Can-

track Canadas

progress in meeting its UNCED commitments plan.

adas own sustainability

If the national mission is to make Canada an environmentally communications message is twofold: What is developing it? development are we faring in achieving


society, then the


all about? And, How

While the concept of sustainable

has been around in various guises for many Surveys show, however, that believe that developing an

years, and received further buy-in once its meaning is explained,

by world leaders at the Earth Summit in 1992, it is a of Canadians

concept that is not known by the vast majority of Canadians. 72 percent environmentally sustainable

economy should be a major priority (for Canada) over the next that Canadians are now receptive to the

decade.l14 As a starting point, this demonstrates idea of transforming our methods of development.

Further, other recent surveys show that many world citizens, whether they live in developed countries affecting significant or developing countries, now give priority to environmental in most countries protection over ecoare to nomic growth.5 Majorities of citizens say degraded environments

their health, and given that even larger majorities driving force for developing sustainability.6

expect such environments

affect the health of their children,

concern for human health alone is now proving to be a

With regard to the foregoing, are presently sufficiently

the public is demonstrating

that it is quite willing to see action

taken to foster healthier environments; prepared to deliver. recognize

perhaps even more so than what their political leaders are implicated in the change process. the

But what surveys also show is that the public does not the onus for action Yet where

as yet how they themselves to lie with governments, in advancing

While the demographics is still seen globally communications

are beginning to change on this7, nevertheless, scientists and activists. sustainability


lies is not in solely asking the worlds

citizens to do things differently,

but also to see things differently. you ask different questions, set different

When you finally see things differently goals, employ different standards,
4 Environics,

educate people differently,

seek different inforIn the Environmenfal Monitor.

1993, Special Report on Canadian Attitudes Towards Sustainable Development.

The Srundtland definition was used to explain sustainable development. s George H. Gallup Memorial Survey, 1991, The Health of the Planet Survey. 6 Decima Research, 1993, An investigation of the attitudes of Canadians on Issues Related to Health and the Environment, Showing that the Canadians (even more so than Americans) recognize that the individual has a responsibility in improving the environment. Reflected in The Environmenfal Monitor Omnibus Reports for Environmenf Canada, 1991-3, & 1991-4.

s Excerpt from a presentation document on the NRTEE-ParticipACTION

social marketing program.




mation, make decisions and act in different ways. ln the end you arrive at a different societal value system. development And it is that new value system which in turn transforms and where society is headed.* development then, more than anything else, is helping others see the of people with the

Fostering sustainable of the ecosystem.

world through a whole different lens, one that links the well-bein

That said, what is most significant terms of communicating

about the existence

of the Projet de Societe,

is that in

what the national mission is, and what it entails, is that the message because it is not being advocated by

is being conveyed by a representative group of C2wmlians to their fellow Canadians. This

makes the message highly credible and compelling, purpose.g any one group or sector, but by all groups and sectors working together to achieve a shared In essence, the Projet is a microcosm of society as a whole, and what it is seeking of change. While this may strike democracy in action. seem Both it models Canadians it is in fact the Greek pohs or participatory to do is to engage our society, as a whole, in a fellowship some as a risky undertaking, The very existence increasingly multi-stakeholder of democratic the doing. of the Projet demonstrates

that this is something

prepared to engage themselves

in. Further, as with the creation of Canadas

round tables before it, the Projet de Societe is unique to Canada. global sustainability. The proof, however,

and our round tables (of which there are now over 100) may prove to be exemplary process in advancing

remains in

While it is recognimed that the Projet would like to see developed such as a short-term development communications action plan to increase public awareness of a Sustainability Tool Kit, what is proposed

some early deliverables of the Projet, and the development

is a much more strategic

approach to making the Projet and the concept of sustainable

known to Canadians. should be a significant common. necessary it different We caution, that t from

That is, in such a way that all pieces of the puzzle connect, connect We propose that the public launch of the Projet anadas mission-held-iny takes flight, it is hi h-profile event, tied to the launch of h ever, that bePore any ~~rnrn~~~~~t~~ ~~t~-sta~eho~~er round t bles,

in a certain order, and are seen to connect.

ve crystal clea.r its strake ic %ocr~s~,that it define what makes and that the communication

Credibility of the message bearer is considered of utmost importance. In this regard Angus Reid surveys consistently that, amongst different information bearers on the environment, delivered by the academic community, environmental considerably Environment, Currently Angus Reid Group, 1991, 1992. 1993. organization Canadians attach the

credibility to the messages but attach Canadians and the

organizations, television news, and municipal governments,

less credibility to messages delivered by business, federal and provincial governments.

not considered the case, as identified in a recent conference call between non-government


in the National Stakeholders Assembly. They asked, is the Projet to become the mother of all round tables, in terms of catalyzing partnerships, conducting research and evaluation, advising government and mounting tangible initiatives? Or is the Projet a means to end, that is elaborating a strategy (process) by which the development of sustainability be most effectively achieved? Conference call, October 44, 1993. Whtch exist at the national, provincial, territorial and municipal levels, and which are also advancing sustainable development to the Canadian population, to the private sector and to governments. by all actors could






two most important


- the proposed


mission and the concept

name - have the clear support of all major sectors participating

in the Projet de Sock%. on its internal

It is also important that the Projet de Societe further clarify and seek consensus and outer operational its objectives. already transpiring development value. at a premium. processes; its participants It is important too, that the Projet complete its cataloguing with respect to sustainable to assessing development in Canada.

must remain bought in in order to realize efforts of what is The knowledge strategy of of sustainable can add are it is

what others are doing or are currently planning to advance public awareness is critical how the Projets communications of effort, especially Such information will also avoid duplication sustainability

when resources

To further accentuate

this point, while the Projet has said it must take into activities already taking place across the country, conceived by the Projet are already

account the numerous being developed

already apparent that many of the ideas and activities or implemented by others.

A communications deliverables



a logical




(a series


that reinforce on another) and end (identified The following

results, indicating

whether or not strategy com-

the strategy has worked).

are the proposed communications

ponents for the Projet de Sock%:

Recommenda~iors: Communicating a national sustainable development mission held-incommon by all sectors of Canadian sociegy, in order to establish unequivocally with the Canadian public the importance which Canada, as a member offhe UnitedNations, atiaches to developing sustainability in Canada. In this regard, it is recommended as a first step that the National Sakeholders Assembly seek:

to have a national sustainable development mission endorsed by all First Ministers.

to be the most important development. there were numerous participants mission Americas statement in favour of the Prime that would have both component of the Projets communications

This is considered in achieving

strategy, as it would speak to Canadians about Canadas commitment to being a world leader sustainable

During the Green Plan consultations, Minister launching

the plan with a compelling did when he launched

informed and motivated Canadians to the task at hand. Over 30 years ago that was precisely what President challenge. Americans. Kennedy mission to be the first nation to because it was a true millions of put a man on the moon. The nation bought into the challenge, In the process, Kennedy effectively

No one was sure it could be done, yet everyone was willing to try. As we know, empowered

the mission was accomplished.






in order to draw Canadians

attention to the challenge facing them in

restoring the

integrity of the Earths systems, crystallizing

the challenge in a national mission held-in-comto do what needs to be done. It would need to express in an

mon could be the most powerful way of engaging Canadians But what would a national mission on sustainability inspiring ecology. Suggesting importance security. recognition sustainable Although in 1992 recognized success. a national sustainable development way the commitment of Canadians of its citizens is dependent entail?

to a nation built on the idea that the


upon a healthy economy that operates in symbiosis with a healthy

mission is not viewed as overstating to include maintaining


of the goal. It was the Brundtland Canada has already chosen


which made one of the strongest ecological in expenditures

cases for nations to reconsider

their security assessment

to redirect some of its defence

of this fact and the newly elected Government development a priority.

of Canada has made achieving



has been talked about in one form or another over the on Conservation in 191 512 to the Earth Summit systems are much worse off

last 75 years -

from Canadas Commission

the fact of the matter is that most of our planetary

today than in 1915. Talk is proving cheap, while real action is scarce. While most Canadians that the Earth Summit was important, they also felt that it was not a substantive Consequently, neither the conference, today.13 its declarations, nor even Agenda 21, To many it was just more rhetoric. And, if truth be

matter much to Canadians

known, Canadas Green Plan today falls into much the same category. It is clear that more pronouncements growing cynicism. by all First Ministers national mission involvement Governments of good intentions will only serve to feed the publics A commitment A and the mission is a good first step. co-operation

and all sectors must really start to deliver. development that demands commitment,

to a national sustainable

is a call to action

of all Canadians. is not the mission. Canadians, Rather, it is the appropriate our countrys vehicle to help commitment to

The Projet itself, however, mobilize Canadians most powerful advancing

to act on a such a national mission. development.

It is believed that this would be the of this mission would be

way to show

and the world,


Further, the pronouncement

the most effective way to publicly launch the work of the Projet de Societe.

Developing a ~o~~ep~rnarke~in~ name to identify promote and /ink initiatives across the country, which are ~o~~r~b~~i~~ the realisation of the national mission. to
The second Canadians

key part of communicating is seeking the endorsement

a national





of Canadas

First Ministers

for an appropriate

Commission wrote about the need to live within natural cycles by saying, Each generation is encitiled to the interest on Future, a report on sustainable and its implications for Canada, 1989. in The Environmental Monifof,

the natural capital, but the principal should be handed on unimpaired. In Toward a Common development

3 Environics 1993, Special Report on Canadian Attitudes Towards Sustainable Development, June, 1993.




concept name which would be used to convey the national mission (Illustrative

examples: of

Canadians for a Sustainable Future; Canadians Planning for Seven Generations; Projet de Soci&&P/anning for a Sustainable Future; 7%e Society Project, etc.). This endorsement
an identification name is considered everyone, extremely important to realizing the potential Projet in engaging plus in capturing the imagination of Canadians. of the

In its 1992-l 993 Annual Review, the National Round Table wrote about the idea of the Projet:

Think of it as calling for a communion of Canadians to transform Canada into a sustainable society.
What could be more challenging It is an enormous challenge, and interesting than this idea embodied by the Projet?

Could we make it work? Further, could we make it work so well, that it might work for others? but perhaps one we need to tackle.

Recommendation: In conjunction with launching the proposed national mission, and using the developed concept name, communicating to the Canadian public what the Projet de SociM is and represents; why it is both a unique and significant post-Rio event in Canada; and what the Projet implies for each and every one of us.

Recommenda%ion: Following a set of criteria, using the ConceptLmarketing name as a means for other worthwhile programs and activities to be associated with the realization of the national mission. (As in: Another activity of Canadians Planning for a Sustainable Future).
While it is not seen that the Projet engages itself in operationalizing initiatives, established but instead resources, endeavours to catalyze or partner many of its proposed who have

them with others

it is seen that the Projet has a key role to play in letting Canadians sustainable development and sharing with them by collaborating with

know how well we are doing in achieving our successes. firm to determine For example,

It is proposed that this could best be accomplished the avenues to convey the information

several partners who are willing to work with an experienced

marketing or communications

through, and to execute same. round tables (as one

the Projet could capitalize

on the work of Canadas

source) which could be immediately Canadians Tables ITY.


with the mission of the Projet. To illustrate, program mounted to help Round

the Projet has identified the need to see a major public awareness envision what a sustainable values and behaviour.

society would look like and to help change attitudes, initiative, tentatively significant titled SustainABILbuy-in from several But even It also is the social

This kind of program is well in process now in the National multi-component SustainABILITY has secured

and ParticipACTlONs In recent months, and private


sector corporations

and organizations.

marketing program targeted for implementation

in The Liberal Plan for Canada.15

this program needs to be seen to fit in a larger framework.

It is one piece of the overall

I4 Principles and objectives for sustainable development, publications, tool kits, conseiisus-building reporting on sustainability, etc.

accords, reports on

s Referred to as Action 21 in Creafing Opportunity.





puzzle, or mural, that we are all painting, and, though it is a big piece, it would benefit from being inside a larger frame. Given SustainABILITY Sock%. also requires a strategic launch, it would therefore seem logical to initiatives that could be identified with the Projet de

launch it as one of the first significant

To illustrate, SustainABILITY could be launched as SustainAB/L/7Y, another activity of Canadians Planning for a Sustainable Future. In this way, while SustainABILITY is not being developed by the Projet, and therefore is not a project of the Projet, it mission. is being associated with the Projets concept name and the national


This marketing approach has advantages for both the Projet and for the program developers. What it does is tie together Canadas sustainability and impact. Canadians would see efforts being made in an organized and disjointedly. to work, it is proposed that a sustainable development The idea and collaborative way to realize initiatives, giving them greater coherence

the mission, not separately For this association program

of initiatives

would need to meet certain defined criteria to be linked to the Projet. a means to permit sustainability Preliminary projects to be identified

behind the criteria, however, is not to provide a seal of approval for the activity or program, but rather providing with efforts to carry out the national mission. i) thinking suggests criteria such as the following: of sustainability (as defined separately,

The activity exhibits one or more characteristics i.e., guiding principles of sustainability for Sustainable Development, etc.);

listed in Volume I of this series, NRTEE Objectives


The program is judged by others (not the Projet) to be exemplary is highly valued by constituencies

in nature; meaning,


other than the original proposer or developer; meaning, it has the financial and human resources


The program is already operational; to operate to achieve its goals;


The program has built into it an annual evaluation ness;


to monitor its effective-


The programs key manager is willing to provide a brief report to the Projet annually with respect to iv).


Reeommenalation: Developing communication tools: i) a prospectus to convey what the Projet de Sock% is all about and ii) a newspaper/newsletter to convey the stories of what Canadians are doing to realize the national mission. Communicating to the Canadian public through appropriate media the diverse activities that are taking place across the country which are advancing the development of sustainability.
The prospectus Assembty16 was identified as being required in the Second National Stakeholders is

and is being presented

in the third assembly.

The prospectus


A. Campeau, National Stakeholders Assembly, June, 1993.





developed process. proposed.

after all strategic It has the function

and process decisions of being an invitation

are made by the participants

in the

for people to invest in what is being strategy as it For this reason, it must be

As such, it is a critical component

in the Projets communications


is the means to secure the Projets core operating clear in its intent, highly persuasive, Projet unique. The newspaper/newsletter plus of those newspaper activities

and further must address the question what makes the

would serve to convey the actions of the Projet and its partners associated with the national than a newsletter, mission. The task group sees a offering stories in a format that could This would allow as users wished to reprint them.

being more serviceable

be readily reprinted.

An electronic newspaper continuously

is also worth consideration.

the stories to be available

and downloaded

3.5 Communications Around Specific Actions

or Special Project

Recommendation: Developing communications around specific Projet actions.

There will be a need to develop communications Projet, as, for example, around on-going Projet action strategies. for special and specific initiatives of the

for the launch of the national mission and of the Projet itself, plus

3.6 Computer Database = Tools for Sustainability

Recommendation: Developing a publicly accessible and user-friendly computer database on Tools for Sustainability, process and planning reference materials, videos, contacts, inc/&ng case studies, speakers, animators, facilitators etc., which will assist in the development of sustainability plans and actions by regions, sectors, communities, etc.
As with cataloguing a major undertaking daily. who is doing what in Canada to advance sustainable to assemble the tools for sustainability together on a publicly development, it is

that are growing computer

in abundance best suited database, as centres that

Again, it is recommended

that the Projet partner with those organizations accessible in libraries and community

to pull tools for sustainability increasingly consideration products,

in the near future it will be computers be given to the availability are now experiencing clearinghouse of tools.

will direct people to where to obtain information that organizations opment tools. track demand, necessary


But equally important is that due for their educational develas well as

In order to lessen many of the headaches with requests to deal with sustainable

in dealing

a centralized

could be established producers

Such a clearinghouse

could handle requests more systematically,

in order to let the original

of the tools know when it might be We

to consider further reproductions.

They could also produce a catalogue of all the Who should create the clearinghouse?

best tools available,

based on popular demand.

cannot answer but pose this question to elicit a potential response from the Assembly,





atabase - Tracking Canadas Progress

Recommendation: Developing an accessible, well-defined and detailed database which would monitor or track Canadas progress in meeting its UNCED commitments plus in achieving Canadas own sustainability plan.
This database answered 8 @ 8 are: to the public will the database be? will it be to download is information topic information? is already in progress within the Projet, but the questions we would like

How accessible How user-friendly

How systematically ber of ways?

being loaded so that it may be retrieved in any num-

t-low instructive Canadas

is the database going to be in informing addressing plan? national sustainability

people as to Canadas


gress in meeting its UNCED commitments, own in-process,

Agenda 21, and monitoring

What percentage questionnaire?

of the targeted organizations How well have they responded?

have responded

to the information

While the assembly of this database is probably proving to be a taxing affair, it nevertheless is a critical undertaking the Projet. accessed for all the varied purposes that it can serve both within and outside is not currently being assembled so that its data can be we are wasting our in keeping the But, if the database

by anyone and in any number of ways, then it is suggested Such a major undertaking

time and resources. database current. made available

is going to require constant updates, and as to warrant the expenditures servicing organization database could not be and people charged

such, it will need to have constant user-demand through a computer information

Further, there is no reason that a well-conceived

to use it. This is simply the best way to ensure that a quality database will be developed

and maintained, as it will be supported by its customers.


The following

next steps are identified

in order of short term (ST) execution,

meaning over

the next six months; medium term (MT) execution, or long term (LT) execution,

meaning over the next nine to 12 months,

meaning over several years.

omm~~~cati~n~ Task Group Q

The following next steps would be contingent on the availability of core funding (See 5. Budget to Execute) to a small Communications Task Group to achieve them.




4.2 Finalking Prospectus (ST)

Once the Projets strategic focus, proposed workplan, and budget are agreed upon by the
National available Stakeholders Assembly, the Projets prospectus can be finalized and made to potential funders and partners.

4.3 Finaking
positioning completed.

Communications Strategy
Assembly and after the identified Strategy would be are addressed, the Projets Communications

Based on the decisions taken by the National Stakeholders constraints

4.4 Endorsement of National Mission, Concept Name (ST)

Pending endorsement from the National Stakeholders Assembly for the recommendations: at the December Assembly taking, as a first step, the advice of Ministers of the Environment for discussion at their next meeting.

meeting as to writing a letter to First Ministers asking them to consider the national mission

4.5 Identifying and Establishing Partners to Develop and Deliver the Projets Communications Strategy (ST)
The aim would be to identify potential communications the national mission; and, to seek their involvement about. its communications proposed), it would organizations, strategy. strategy (which would partners; attract their allegiance to in communicating amount, of existing what the Projet is all support for is based on what communications and private communications programs which environment mes-

In other words, rather than the Projet seeking to obtain its own financial be a significant instead seek to secure the participation

which are already attached to many of the Projets government to develop and deliver the Projets shared-in-common major public communications (i.e., health messages,

sector participants,

It would also be important in this step to determine how the mission-held-in-comdifferent aspects of sustainability messages).

mon would be able to add value to existing are advancing sages, development

4.6 Development of Public Launch of Mission and Projet (MT)

This is viewed as a high profile event which would entail i) the announcement mission by all First Ministers; launch strategies. of the Projet association program; and iv) the launch of the national iii) the ii) the launch of the concept of the Projet to Canadians,

of the Projets first action

4.7 Development of Public Communication Tools (lVlT,bT)

This includes the newspaper, sustainability databases, tool kits, etc.





4.8 Development of Specific Communications (MT, LT)

The communications to the Projet. activities required to launch and support specific undertakings unique

It is estimated $700,000

that in order to execute all the steps described required

above that a core budget of would be to co-ordinate the


to cover the fees and direct costs of a person or persons Projet authorities.

engaged 10 days per month for 12 months, whose responsibility above activities and report progress to the appropriate

Chuck Hopkins, Leone Pippard and Miriam Wyman collaborated strategy. extended to our colleagues in the task group for their comments

on the preparation

of this

Leone Pippard was the principal author, assisted by Miriam Wyman.

Thanks are

on the draft strategy and

also to Carla Doucet, Kelly Hawke Baxter and Cameron Smith for their review and assistance in final editing.





Draft Workplan and Budget for 1994 Proposal for Discussion

Acknowledgement 1. Goals 2. Objectives 3. Building Blocks 4. Proposed Activites, Workplans and Budgets
4.1 Build Public Awareness 4.2 Map What is Already Happening 4.3 Prepare First Draft of National Strategy 4.4 Convene 4.5 Catalyze Policy Dialogues Sector Strategies Sharing and Networking 23 25 25 25 26 26 26 27 28 30 31

4.6 Information


This proposal has been shaped by the work of the Vision and Process committee the Process Elaboration George Kowalski, approval. Committee of the Projet de Soci&. Group and other meetings. Members of the Process Elaboration Committee and then It was discussed at the Working (John Dillon,

Peter Padbury, Barry Sadler, Sandy Scott, Susan Tanner) had approved did not permit this draft to circulate for comment and

the previous draft, but time constraints

Building a National Strategy


PROJET DE SOCliTi _. . by December 1995: of a National Sustainable Development Strategy

1. GQA
Goals for the Projet de Soci& i) build a consensus (including on the contents

the identification

of the economic,

social, environmental

and foreign policies

that will be required to facilitate the transition to sustainability); ii) identify, foster, encourage and promote initiatives to sustainability. that support the development of a

national strategy and the transition

The objective

of the Projet de Soci&

is to create a National



Strategy that will: 0 reflect a partnership womens groups, between, business, labour, communities, consumers, financial institutions, NGOs, youth, educators, Every

media and governments.

group has an important role to play; ii) identify economic for all Canadians; iii) build consensus sustainability: iv) describe the actions and commitments transition v) to sustainability; of, and commitment to sustainability to, policies and strategies that will each partner is prepared to make to promote the among the partners on the policies required to support the transition to and environmental strategies that will create sustainable livelihoods

promote public understanding facilitate the long-term transition

over a 20 year period: and


describe the means for all partners to monitor progress in the transition to sustainability.

in the preparation designed of a National

activities as building blocks These activities are on the public policies Sustainable Development Strategy.

It is proposed that the Projet de Societ6 undertake the following

to promote action now, as well as build a broad consensus

required by all the stakeholders i) ii) iii) Build public awareness

to facilitate the transition to sustainability. Sustainability as a national mission;


Map what is already happening

and build strategic partnerships; Sustainable Development Strategy to articulate the

Prepare a first draft of a National existing level of consensus policy dialogues

and to advance the dialogue; on sustainability questions;



Building a National Strategy


v) Engage existing and communities (and if appropriate, catalyze new) sustainability strategies in sectors social

as a forum to identify and test policies (particularly to sustainability;


and foreign policies) needed to support the transition vi) Facilitate information consensus Together change. building; activities will foster sharing and networking

to encourage

effective action and support

the above

many new actions

and create

a streamlined will for


process (not a consultation)

that will build public and political




4.1 Build public awareness: Sustainability as a national mission
The Task Group on Public Awareness, creative proposal for a preliminary document (Part II) for details. strategy would draw attention action; to the challenges establish facing Canadians for Education and Communications has prepared a communications strategy for the Project. Please refer to

The communications through offer information Canadians Projet de Soci&e.

a public awareness to demonstrate


which would encourage and it would

and inspire action; it would a mechanism

and tools to support

their support for sustainability

as a national mission, through the

4.2 Map what is already happening and build strategic partnerships

To identify activities that are already underway to promote sustainability opportunities for strategic partnerships specific roles in the creation of a National Sustainable Development in Canada; to assess or to play Strategy. and to invite groups to make contributions


Building a National Strategy

There is a lot already happening exists. For instance, particularly organizations etc. in Canada; there is no need to duplicate strategies exist the proponents efforts. Indeed, the Projet should make every effort to form strategic partnerships where sustainability to share their experience in identifying In addition, resolve them. and build on what already should be invited consensus to

and explore ways to use the Projet to further their own objectives, issues and roadblocks that need a broad national relationships the Projet should form collaborative with existing

which are tackling sustainability

issues such as biodiversity,

climate change,

1. Convene a task group of stakeholders activities and others who are knowledgeable which would: in Canada and internationally about sustainability 2. in Canada and internationally,

develop a strategy for mapping what is already happening (drawing on existing Projet database developed

by the IISD, as well as others);

3. 4.

research and map activities; review research and identify countries, contributions sectors, communities because and organizations of their experience that and

could make strategic expertise.

to the process

January 1,1994 - March 31,1994.

Estimated 1994 Budget:

Three committee Information meetings* (travel and accommodation) . .. ... . ... .. . .. ... . . ... .. . ... .. . .. ... . .. ... . 6,000


.. ... . .. ... . .. ... . ... .. .. ... . ... .. .. ... . .... . . .... . .. ... . .. . .. .. .. .. . .. ... . .. ... . .. ... . .. ... . . 10,000


. . .. ... . .. .. .. . .... . . .... . . .... . ... .. .. ... . .. ... .. .. .. ... .. . ... .. .. ... . .. ... . . .... . . .... . .. ... . . .... . . .. .. . 5,000

Travel . . ... .. . . ... .. . .. .. .. . .. .. .. .. .. .. .. ... . .. ... . ... .. . ... .. . ... . . ... .. ... .. .. ... . .. ... . ... .. . ... .. . .. ... . .. .. .. . ... .. . ... . ... 5,000

Total ......................................................................................................................... $26,000


NGO per diem

4.3 Prepare First Draft of a National Sustainable Development Strategy:

To identify and document the areas where there is already considerable a potential consensus (NSDS). on specific elements of a National Sustainable information and/or Strategy Development

Building a National Strategy



The current framework relatively strategies is an outline only. The next step in the development on provincial of the framework is to expand on policy areas and components and experience in other countries. of a NSDS. This new draft can be prepared and local sustainability of the vision, context, Development Strategy Further development

quickly from available sources of information and elements

goals, principles

of approach will be undertaken

in the first three months of below and would by further work

the next phase of the Projet. A first draft of the National Sustainable continue to evolve with new inputs. This development

would form a consultative and focusing document for the work described would be extended on the sustainability and organizations

research agenda and lessons from the efforts of sectors, communities to prepare their own strategies and plans.

1. Commission research and drafting. to review and discuss draft strategy. draft strategy.

2. Hold workshops

3. Revise, edit, print and distribute

March 31,1994 June 30,1994.

Estimated 1994 Budget:

Four task group meetings * (travel and accommodation) Research . .. . ... ... .. . ... .. . ... .. . . ... . .. . .. ... . .. .. 12,000

and drafting* . . .. ... . ... .. . ... .. . .... . . ... .. .. ... . .... . .. .. .. .. ... . .. ... . .... . .. ... . . ... .. . . ... .. . .. ... . .. . . 30,000 * (8 $10,000 each) . . .. ... . ... .. .. ... . ... .. . ... .. .. ... . . ... .. ... .. . ... .. . . .... . . .. .. .. . .. .. .. .. . 20,000

2 Workshops

Editing .. . .. .. . ... .. . . .. .. .. . .. ... . .. ... . ... .. . .. ... . .. ... . .... . .. ... . .... . .. ... . .. ... . .. ... .. .. .. . ... .. . . ... .. . .. .. .. . .. ... . .. 5,000 Printing . . . . ~ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5,000 . Postage . .. .. .. . .. ... . . ... .. . .. . ... . ... .. . ... .. ... .. . . ... .. ... .. . ... .. . .... . .. ... . ... .. .. .. .. .. ... . . ... .. . .. .. .. . . .. ... . . .. ... 3,000

Total ...........................................................................~..............................~............. $75,000

* includes

NGO per diems


To identify desirable key issues currently blocking progress in the transition to sustainability a consensus and to on the begin a discussion among sectors, with the ultimate aim of developing

policies and strategies to facilitate the transition

to sustainability.


Building a National Strategy


Whenever possible, the Projet de Societe should work through existing institutions or (For processes to convene dialogues on the issues that block the transition to sustainability. instance, the Projet de Sock% on interjurisdictional dialogue overlap and duplication of environmental regulations.)

has already catalyzed one policy dialogue, our working group

Since each in

is likely to be an iterative process, the initial focus should be on a small number characteristics:

(four to six) of policy issues around which some measure of progress could be expected the near term. Issues could be selected according to the following

critical factor in the transition saliency existing

to sustainability; agenda; of the options

of the issue on the national / international

body of research is sufficient to allow measured consideration

and strategies;

reasonable existing


of developing / interactions

some level of consensus on the issue.

over the short term;


1. 2. Establish Organize a small steering committee from different sectors. a meeting of stakeholders, participants in existing sustainability strategies, using

and others to identify key issues that are blocking the transition above criteria. 3. 4. Publish this research agenda widely and invite partnerships.

to sustainability,

The steering committee will establish working groups, initially around four to six issues. Knowledgeable institutions would be invited to play a lead role on each issue and to fund an issue working group.


Each working group will prepare a short discussion and options and strategies to deal with it.

paper. It would describe the issue



papers would be distributed having/preparing


particularly strategies.

to sectors,





Estimated 1994 Budget:

$75,000 -


Building a National Strategy




To catalyze sustainability the proposed practices;

the development strategies NSDS;

of a small number of sector, community

and organization of and

that: explore the public policies that are needed to support sustainprovide a forum to test the utility and viability of sustainability values, principles demonstrate the applicability livelihoods.

ability in specific sectors and communities; and create sustainable


There are a considerable

number of conservation

and sustainability


in Canada.

Much can be learned from this experience. and we can refine our understanding discussion trying to implement existing sustainability

In particular we can learn from success stories Indeed, people strategies would constitute a unique forum for the

of the road blocks to sustainability. to sustainability. controlled

of public policies needed to support the transition of a NSDS through to influence a multi-stakeholder

The development unique opportunity concerns relatively

process presents

public policy in an integrated, by a narrow department economic conservation

rather than sectoral, way. Our Unfortunately, we know strategies, social policies, There would be

are not constrained


little about how to integrate benefit in catalyzing should


foreign policy and environmental considerable sector and community These experiments

to promote sustainability. of the opportunity

a small number of experiments

to prepare (or revise) the NSDS provides. strategy and

strategies to take advantage learn from experience supportive

and attempt to take a broad integrated could inform the policy dialogues

look at the links between sector and community

public policies, private sector economic These experiments


as well as test and validate the policies proposed. It is likely that the renewable resource sectors would understand the opportunity education, presented advertising, as a national

by the NSDS. However, it may not be so clear in other sectors. It might be useful to encourage several other sectors to prepare sustainability packaging, building materials, their transition to sustainability. Successful plans (for example, mutual funds, etc.), to ensure that a NSDS would support efforts to promote sustainability thinking about sustainability

mission could broaden the number of sectors and organizations and what is means for their activities.

Note that the Projet is no%preparing or funding these demonstration The role of the Projet is to recruit a few strategic processes. The Projet will provide an information the Projet will assist in information


strategies. could be processes among the

groups to organize

and fund their own

kit on how these processes sharing and networking

organized and a set of tools that may be useful. Once these sector and community are underway processes.

Finally, these processes would share their findings with the policy dialogues and in the policy dialogues.

discuss the utility and viability of the policies developed


Building a National Strategy


Estimated 1994 Budget: $0 $150,000

4.6 kforrnation Sharing and Networking

To actively promote synergy among the Projet partners through information sharing.

The Projet is not going to set up an information process are dependent tion coordinator to actively experience activities, on information clearing house. However, many parts of the sharing to be effective. There should be an informaneeds, flows and success stories and in the Projet through information and synergy

whose role is to monitor information to increase This coordinator

seek opportunities sharing.

could also maintain a computer database of partners, meetings, available experts , etc.

reports, success stories, tools for sustainability,

Estimated 1994 Budget: $70,000

Building a National Strategy




Prepared by: Jean Arnold, Cameron McLeod, Shauna Sylvester and Zonny Woods for

the Task Group on Public Awareness, Education and Communications November 11 g1993

Summary Mission Concept Goals The Program
Objectives Components Structure 33 33 33 34 34 34 34 35 36 37 37 38

Moving Forward Recommendations

Proposed Budget

Appendix: Background



This proposal transition outlines an innovative youth-centred program that will assist Canada in its Future will provide youth, and on the learning opportunity to sustainability. The Youth Service for a Sustainable

between the ages of 16 and 22, with a unique experiential job training. Never in the history of Canada Canadian everyday. youth face an uncertain are becoming less accessible

has the need for such a program future as unemployment

been more apparent. universities

rates are soaring,

and the environment

in which they live grows more threatened

Yet youth in Canada hold the key to our future prosperity. that Canadas future rests upon our ability to successfully institutions into sustainable structures, transform our social prepared to succeed

Recognizing and economic

the Youth Service for a Sustainable

Future will instill the skills, vision and values needed for a generation in the 21st century. The proposal is based on four fundamental 0 0 0 0 youth need work; youth need to feel empowered; youth need to contribute; the development and of Canada. principles:

of youth is critical to the development

The Youth Service for a Sustainable program. Participants have been identified nities. by the community

Future will engage youth in an 11 month intensive with community placements counterparts process. on projects that The program commuitself through a stakeholder

will work in partnership

will include five month work and educational

in two distinct Canadian

The Youth Service Canadian for a Sustainable Future will contribute to the building of a sustainable skills and support. society by providing youth with practical education,

The Youth Service multi-stakeholder provincial cies. for a Sustainable Future will be a community partnerships service program. A network will create cross-sectoral among local community, agenthe knowledge and skills

and federal agencies, small business/private

sector and non-governmental development,

All components

of the program will be aimed at increasing

of youth, changing their attitudes towards sustainable of their communities.

and through them, those

Youth Service for a Sustainable Future




to provide Youth with an opportunity Canadian society;

to be positive contributors

towards a sustainable


to provide youth width the skills, on-the-job training and education effectively in a sustainable society;

required to participate


to provide youth with options for their future.

The program will be based on the concept of building within a community, as this is a pre-requisite The Youth Service for a Sustainable


with different

sectors groups

to the achievement

of sustainable


Future will work with organimations, community

and sectors in all phases of the program. The partnership the inter-related approach of the program will provide an inter-disciplinary skills needed for a sustainable future. understanding of

A mentor/apprenticeship i)

approach will be developed: of sustainable development issues and build among youth a

to increase understanding

stronger sense of responsibility; ii) to ensure that on-the job learning opportunities ness of participants; iii) to prepare youth for the job market, providing them with the development job skills. of transferable contribute to the environmental aware-

Each component

of the program will aim to increase understanding

of sustainability


and build among youth a stronger sense of social responsibility. Service for a Sustainable skills and an understanding of sustainable development,

At the same time, the Youth them with into the

Future will prepare youth for the job market, providing

which will be integrated

career paths these youth will choose to follow. The major components i) ii) iii) An accredited A community of ahe program will include:

national service for earning education vouchers for a college education. service job oppotiunity for non-college bound youth (technical; hands-on).

Incubator for new projects, small business opportunities.


Youth Service for a Sustainable Future



Publications/manuals: tion and protection

To include current scientific technologies, etc. environmental

knowledge, education,

environmental practitioner



natural resource stewardship v) Measurable 0 community

indicators of success to include: participation;

e details of specific restoration/reclamation; 0 waste management;


policy change.

Structur@ The Youth Service for a Sustainable for participants communities workforce. Participants *

Future will be an 11 month community

service program

ages 16-22. The program affords youth from across Canada and within host the opportunity to gain the skills and experience that will prepare them for the

will be selected from communities to fair and representative

across Canada through a direct application criteria including:

process and according age representation

of the composition

of the Canadian


(urban, rural, income

bracket, race, gender)


First Nations youth school/out of school


The program structure will involve a number of stages including: i)

A Preparatory phase: Prior to departing on their youth service project each participant
will work within Participants their home community to prepare a community sustainability in the project. plan. Prior in an will also solicit community support for their participation all participants context of sustainability

to departing for national orientation, orientation ii) camp.

selected from a specific province/reand to participate

gion will meet to discuss the provincial

Orientation: Participants from across Canada will meet for an orientation to the program
and to the mission of the Projet de Sock%. overview of the principles of sustainability, of the program. The orientation and information will provide youth with an and briefings on all aspects

iii) Community Projects: The program will provide opportunities the culture and diversity of two distinct communities accompanied community. by a project coordinator The communities

for youth to experience working within each

in Canada. Teams of 10 participants to region, need, and ability to

will spend five months

will be chosen according

Youth Service for a Sustainable Future



work with youth on projects. A multi-sectoral and an interest Sustainable communities urban/rural; iv) to undertake Future, will also be an important will represent the greatest northern Canada/southern

approach/network consideration.

within the community Service for a To the extent possible, (eg: french/english; etc.). Service and to

a project in partnership demographic

with the Youth diversity

Canada; east/west; coastal/interior

Community C~~~t@r~~~~ Within each community,

participants a community sustainability. educational coordinator. Participants

the team of 10 Youth

will be paired with a team of 10 local youth or community The group (consisting of 20 participants will also develop an educational

counterparts in the transition

and two coordinators) will include

will work on a variety of projects aimed at assisting the community activity days and personal projects.

plan which


Community Organisations: Within each community, a local multi-stakeholder

will be identified participants which will assist in directing the work placements counterparts, project during its presence within the community. and the selection of the community community with the appropriate multi-stakeholder


and logistics of the will meet

Prior to the arrival of Youth Service the coordinators process to design the overall project for the participants. ownership of

plan, identify work placements These multi-stakeholder the program. vi) Community component Elders:

and determine hosting arrangements

processes will be critical in ensuring community

Since the process of mentoring and apprenticeship

is an important

of the Youth Service, the project will work closely with seniors associations,

elders and retired professionals. vii) ~e~r~@fi~~and Returning Home: At the close of the program, the youth will participate in a week of debriefing sessions. Upon returning to their home community, through presentations participants will share their experiences with schools and local organizations.

Keeping forward become following 1.

in mind the Liberal initiative with this proposal

for youth, outlined in ensuring

in Creating


moving here

will be crucial

that the concepts


an integral part of any initiative strategy over the next month:

aimed at youth. The committee

will work on the


a joint meeting of the Youth Service for a Sustainable

Future Committee


the Projet de Societe and the Liberal ministers and staff. Over the next three weeks we will work toward organizing initiative a meeting to explore the areas of cooperation youth service program. of the Projet de Sock%, by a group are incorpodevelopment between our and that of the governments

It is important that they are aware of the work and initiatives that they understand of Canadian the value of a youth service initiative and that concepts of sustainable stakeholders

being supported

rated into the youth service initiative.


Youth Service for a Sustainable Future



Endorsements: Stakeholders Sock%.

The proposal will be presented as one which has been endorsed by the Assembly and as such will list organizations involved in the Projet de from other organizations.

In addition, we will seek letters of endorsement Papers: Based on the proposal, briefing



papers will be sent out to all of the

newly elected MPs as part of a major outreach activity. 4. Presentations: Presentations will be made to the new ministers, staff, and ministries to be

mandated with working with youth. This will help to ensure that the final proposal presented at the December meeting of the Projet de Societe, process among stakeholders In summary, the committee

is the result of a collective for is implementation.

and those who will be responsible

will proceed as follows over the next few weeks:

finalize proposal; seek endorsements: prepare presentation outreach. and briefings;


i) That formal letters of endorsement Future Committee. ii) That new ministers and representatives of other parties be invited to the December be submitted to the Youth Service for a Sustainable

meeting of the Projet de Societe.

Proposed Budget -

Development Phase
$5,000 $500 $6,000 $1,250 $250

Contract Position (full time, 1 month 8 $1,25O/week). .............................................. Communication (long distance, fax, conference Costs (1 face-to-face call). ...................................................

Steering Committee Presentation Materials

meeting) .................................................. distribution Q $5/folder) ...........................

folders (design, production,

and Supplies.. ................................................................................................

TOTAL .....................................................................................................................


Youth Service for a Sustainable Future



Sustainable development is defined as development that meets the needs of people today
without compromising the ability of future generations of the environment to meet their needs. Sustainable ie the these development the protection resources. therefore includes not only the wise and sustainable and management use of natural resources,

that supports these resources; of the people who steward

air, the water and the soil, but also the development Training and education in environmental part of any social and economic development In order to have maximum effectiveness, the development conceptual particular economy principles plinary approach of approach, stage and throughout into development may cause. development process.

protection must therefore be an integral

the incorporation

of environmental The integration



process should occur not as an afterthought the whole project cycle.

or a tag-on, but early in the of this interdisciof this type culture,

planning will help to reduce the negative impacts that a Youth must be apprised of the importance the integration future. of the environment,

and of the need to understand

and development

in order to create a sustainable into their day-to-day

These fundamental

will have to be incorporated

living as well as into broader


as they assume leadership

roles in their community. that

The proposal is based on the premise that youth are in a period of change themselves, they will inherit the problems, hence they must be involved now in identifying We propose to appeal to lifestyle and attitudinal changes. approach and require comprehensive cross-cutting this approach is primarily in its pioneering programming

the solutions. As

This will entail an interdisciplinary and implementation.

stages, having youth develop the methodologies

and work out some solutions

will prepare them for the future.


Youth Service for a Sustainable Future



Progress Report
prepared by John R. Dillon

November 11T1993

Background Propose Approach
Purpose Criteria for Assessment Objectives Approach for Design

39 39 39 40 40 40 40 44

Draft Framework Appendix: Task force Members and Participants


It was the view of many of the stakeholders overcome jurisdictional to sustainability. was agreed consider

in the Projet de Societe that finding a way to stakeholders should to exclude of the Projet, it be formed to the government

gridlock was an important step toward putting Canada on the path representatives

At the June, 1993, meeting of the national

that a task force of non-government -

how to advance the issue. While it was not the intention their input and advice will be critical must come from outside government.

representatives recommendations

it was felt that ultimately

The Task Force decided to convene a workshop of knowledgeable ment, the private prepared Calgary. discussion particular underway sector, environmental Kennett organizations Institute explore this issue, and to assist in developing by Steven of the Canadian Participants recommendations.


from governcommunity, to of the paper was

and the academic of Resources

A background

Law, University

It set out the major issues and key options, and provided a focus for more intensive at the workshop. of jurisdictional agreed there was a need to document overlap and duplication by means of a case study of one


industry sector in Canada within the Canadian

and to look at ways to build upon the work already

Council of Ministers of the Environment. Association of Petroleum Producers (CAPP), a case overlap and

With the agreement duplication

of the Canadian

study has been proposed competitiveness tent regulatory implications

that will examine

major examples

of jurisdictional

in the oil and gas sector. This would include an attempt to quantify the cost and arising from delays in decision-making, lost investment opportunities, of positive integration differing and inconsisthe study would as well as departments requirements, etc. Hopefully

also would include instances

efforts across jurisdictions, government

identify means of moving forward. would contribute Participants analytical

It is expected that interested

would supply some of the internal expertise to undertake the analysis, and that the industry resource people as well as cover the expenses to be incurred.

at the workshop developed framework, which follows.

a set of objectives for the case study, as well as an will serve as a useful

It is hoped that this framework

tool in conducting a more detailed table preliminary

case studies in other sectors as well. In the near future, CAPP will develop proposal for the case study. The Task Force hopes to be in a position to conclusions at the June, 1994, National Stakeholders Assembly.

To examine to overcome sustainable the environmental jurisdiction framework in Canada using case studies of selected industry sectors, and to develop recommendations barriers that this framework development strategy for Canada. on actions that should be taken of a long term

may pose to the implementation

Task Force on Environmental





Effectiven@ss: environmental
level of environmental should promote the transition


programs and policy should deliver a


protection (which is determined through the political system) and to sustainability.


~~icie~c~~ the system of regulation, programs and policy should produce the minimum
cost for the private sector and for government protection and sustainability objective. of decision-making, interests acwhich is consistent with the environmental


Des~aacratic &&es: countability public.

the system should exhibit transparency and openness to directly

of decision-makers,


and the

1. To identify particular sustainability. 2. 3. 4. To produce generalizable and substantiate the important

issues, both from the perspective jurisdiction of the and

sector and in terms of the general problem of environmental

results which can be applied to other case studies. for overcoming jurisdictional obstacles to sustainability.

To develop recommendations Thorough

research, information-sharing process should

among partners and rigorous analysis through ensure that the case study is conducted in an

a multi-stakeholder objective manner.

The oil and gas sector will provide the initial focus for an in-depth case study. as a pilot project to extend the approach and results to other sectors.

It will serve

The following


could be used to structure a sector-based and conflict in environmental an obstacle to sustainability

case study that would consider whether

examine jurisdictional



problems in this area constitute problems which are identified.

and suggest solutions to those


~e~e~~~~~~~~~ of the extent of ~~~~ic~~io~ and conflict, and i~e~~if~~~~~on of specific ex~~~~e~.
o identification by industry and government (and possibly NGOs) of perceived

problems at the implementation s includes environmental policy instruments which create incentives

level for the specific sector; programs and policies, and possibly other for sustainability (eg. fiscal policies


having direct implications

relative to sustainability).


Task Force on Environmental




Classification of examples according to the type of duplication and conflict.

e duplication or conflict may be: different federal, provincial and/or municipal regulations, programs or

o vertica/(eg.,

policies apply to the same project); e horizontal (eg., different provincial or national in scope); (inter-departmental or inter-agency duplication and conflict standards apply to an activity/product which is


o intragovernmenfal

within a single government); o a distinction environmental discharge can also be made between problems involving assessment) and those involving levels); of some or all of these different process (eg.,

standards (eg., permissible

e the case study ideally should include examples categories of duplication or conflict.


Identification of the specific environmental policy objectives or problems addressed by the selected regulations, policies or programs.
e provides an understanding in the case study: o includes an evaluation differences environment/development (eg., different monitoring of whether the conflict and duplication trade-offs) or merely technical reflects policy problems of the substantive issues of environmental policy raised

between jurisdictions

(eg., different priorities regarding coordination

or testing procedures).


Evaluation of the environmental effects of the selected regulations, programs or policies.

e identify the environmental and collectively,

protection and sustainability in question;



of the policy instruments may be complementary

policy instruments environmental environmental

(positive combined

effect for or

protection or sustainability),

their combined effect may have no outcome).

benefit over the effect of one or the other of them individually,

they may cancel each other out (leading to a worse environmental


Identification and attempted quantification of significant private and/or public sector costs that result from duplication or conflict.
e private sector costs may include: information costs; delay costs; double jeopardy costs; costs; uncertainty costs; compliance

Task Force on Environmental Jurisdiction



o public sector costs may include duplication processes, monitoring and enforcement.

in information




Identification of options available to address the problems.

o these options may focus on the general goal of harmonization, choice between centralization coordination o examples and decentralization, of policies rather than the imposition include: process harmonization; processes; information of uniformity; full faith and credit one window as distinct from the

and which involves the

national standards; of regulatory

for other Jurisdictions approval processes;

delegation sharing; etc.



Identification of obstacles to harmonization.



of the incentives

and disincentives

for harmonization options.

that are

relevant to the identified

problems and available


Evaluation of the costs and benefits of addressing the problem.

0 apply the criteria of effectiveness, ie., determine whether duplication way that is consistent


and democratic

values to the analysis, objective;

and conflict could be reduced in a cost-effective protection and sustainability

with the environmental

question whether the costs of duplication result from having two or more jurisdictions

are greater than any benefits which may active in the policy area, or whether the problem.

these costs are greater than the costs of eliminating


Discussion of strategy and specific implementation mechanisms.


if the conclusion

is that duplication

and conflict should be addressed,

examine the

specific approach to achieving e whether harmonization harmonization o implementation agreements,

this objective; process, a in international

should be achieved through a multilateral leadership, or involvement

bilateral process, federal government processes;

measures include legislative interdelegation,

amendment, shared-cost

intergovernmental programs, etc.

mirror legislation,

10. Formulation of a specific action plan.

e specific conclusions objectives e proposals . and recommendations efficiency for action, likely framed in terms of the values;

of effectiveness,

and democratic

could address issues at two levels:

sector-specific: responses to the specific problems of the sector;


Task Force on Environmental



o general: implications ability generally,

of the case study for environmental


and sustain-

including principles and approaches

for achieving


0 whether the focus should be on sorting out and separating or coordinating activity in a context of shared responsibility; should be achieved by coordinating

areas of responsibility,

e whether harmonization policy arrangements and principles framework




or through a process of reaching general agreement

on goals

which could then be used to develop a coherent interjurisdictional

for promoting sustainability.

Task Force on Environmental Jurisdiction



Mr. Douglas Bruchet
Canadian Association of Petroleum PrOduCerS

Professor Al Lucas
University of Calgary

Mr. George Cornwall

Environment Canada

Mr. Randy Ottenbrelt

imperial Oil Resources

Mr. Ron Doering

National Round the Economy Table on the Environment and

Mr. Wes Able

Mobil Oil Canada

Mr. Al Glasgow Mr. Claude-Andre

Dow Chemical



Pipelines Limited


Mr. Jamie Alley Mr. Sheldon


of Ministers of the

B.C. Environment



Mr. Andre Marsan

Industry Quebec

Mr. Roger Street

Environment Canada

Mr. Francois Guimont

Environment Canada

Mr. Jeremy Byatt

Friends of the Earth

Mr. Ron Hicks

Alberta Environmental Protection

Mr. Barry Sadler

Projet de SociBt6

Mr. Gordon Greasley

Canadian Council of Ministers of the Environment

Ms. Donna Tingley

Environmental Law Centre

Mr. Ted Morton

The Univeristy of Calgary

Mr. Mike Kelly

Clean Air Strategy

for Alberta

Ms. Louise Power

Environment Canada

Mr. Steven Kennett

Canadian institute of Resources Law

Mr. Bill Howard

Environment Canada

Dr. Robert Slater

Environment Canada

Ms. Janet Davies

Environment Canada

Mr. Rob Macintosh


institute for Appropriate


Mr. Gary Webster

Canadian Association of Petroleum


Mr. William Andrews

West Coast Environmental Law Association


Task Force on Environmental jurisdiction


Progress Report
prepared by Gary Gallon

November 17,1993

Introduction Destruction of the Ozone Layer The Montreal Protocol Green Industry Working Group
Purpose Action Plan Other Related Events

45 45 47 48 48 49 49 50 51 53 54 55 57

Recommendations Summary Footnotes Appendix A: Ozone Depleting Potential Appendix B: History of CFC Uses Appendix 6: Members of the Working Group


Green industries Canada. improvements environmental changes.

are among the tools required to implement




They provide the technologies

and the processes needed to deliver environmental and enhancement. its toxic emissions, When a community each looks to the

and natural resource management wants to eliminate

wants to recycle, or a company

industry sector to provide the technologies

and services that can deliver the

The Projet de Societe selected the Green Industry Sector as the focus of one of its working groups, to help foster the development Industry Working Group selected and exporting replacement of ozone-depleting of green industries in Canada. (ODS). It identified Specifically, the Green reuse and in Canada These as a demonstration Canadian technology project the reduction, 25 companies


that are developing ODS industries

to reduce ODS emissions.

were selected because it was felt that this Canadian advanced. Assembly

sector was relatively

mature and technologically

At the June 3-4, 1993, National Stakeholders assist the ODS industry sector in expanding to meet national and international meeting Canadian September the objectives Environmental demand.

in Ottawa, the Projet decided to and services while The held

its capacity to provide technologies

The project was designed to encourage delivery development. group were

of the tools and skills that will be required by societies to protect their environments, of Agenda 21 and the goals of sustainable sessions Industry Association Two major half-day (CEIA) agreed to coordinate of the working

this program for

the Projet de Societe.

21, 1993, in Ottawa, and October 29, 1993, in Toronto. Canada and Environment for developing Canada have been working with the Montreal of ODS reduction, reuse, recycling and fund ODS countries through a special multilateral to developing

As well, Industry elimination

Protocol Secretariat

to assist with the development

(3Rs) technologies

created for that purpose. An advanced 3Rs companies excellent together for transfering Brazil, China, and India.

program is already in place to bring Canadian these technologies

countries including we feel that an upon.

While our project is not limited to those countries,

start has been made, one that can be learned from, and expanded

It took nations considerable refrigeration, air conditioning and fire extinguishing,

achievements that provided ozone layer, while helping to improve human standof the earths atmospheric radiation. formed when volatile organic Ozone, to

time to realize that the industrial

ards of living, would cause long-term destruction which protects the earths surface from ultraviolet Each ozone hydrocarbons ultraviolet between molecule contains three atoms

of oxygen,

and nitrogen oxides react with oxygen in the presence Small quantities

of sunlight.

while a hazard at ground level, acts as a filter in the upper atmosphere, (UV) radiation from the sun. 15 to 50 kilometres each million molecules of air, exist in the stratosphere

screening out harmful

of ozone, only a few molecules

which is a layer of the atmosphere This ozone is

(nine to 30 miles) above the Earths surface.

Green Industry Working Group




CFC-11, CFC-12 CFC-22 CFC-113 Methyl Chloroform Carbon tetrachloride Halons 1301, 1211 Nitrous Oxides Carbon dioxide Methane Methyl bromide agriculture, CFC production aerosol propellants, refrigeration foam blowing,

solvents refrigeration solvent solvent & grain fumigation fire extinguishers industrial activity

fossil fuels industry & mining pesticide

(Source: frequently

World Resources

Institute)3 from the largely man-made The concentrations air movements, bad of

referred to as good ozone, to be distinguished ingredient

ground level ozone that is the principal that influence Speculation millions climate. about possible

in urban smog.

ozone at different altitudes can also affect air temperature,

and other factors

links between

CFCs and damage to the ozone layer can be began wondering what was happening aerosol propellants, breakdown to the and in the ozone ozone each

traced back to 1974, when two US scientists of pounds of CFCs produced agents. foam-blowing

every year as refrigerants,

Since these wonder chemicals

resist chemical Ultraviolet

lower atmosphere, the CFCs molecules. year. As confirmation atmosphere The depletion apart,

they would eventually releasing highly

drift skyward and collect in the stratospheric radiation chlorine ions to attack and destroy

layer starting some 15 miles above the Earths surface. reactive

would break

In 1987, nearly 2 billion pounds of CFCs were being produced worldwide

of this theory, British scientists


a 40% drop in the springtime believed.

ozone levels high above Antarctica.

In March of 1990, NASA data indicated that the upper

ozone layer was being thinned twice as fast as had been previously

amounts to almost 5% on average, over densely populated areas for the past

11 years, a rate EPA analysts said would double. NASA scientists found that the ozone hole over Antarctica increased more between


and December

1985 than during any previous recorded episode (records were DC8, flew from Punta Arenas in Chile out across absent at some altitudes. it had been

kept since the 1970s). in the stratosphere, the Antarctic continent.

In 1987, an ER2 aircraft capable of flying at altitudes of up to 21 km They found that the ozone had dropped by 50%, and, right in the

and an instrument-filled

vortex of the polar winds, the protective shield was completely In

1992, the

ozone layer over much of Canada was found to be the thinnest

since the later 1950s. The layer has thinned about 4% since 1977. The EPA Global Change


Green industry Working Group



predicts a 1O-l 2% ozone depletion

before it starts to recover.

A 10% ozone loss

would boost the level of ultraviolet skin cancers cases by lo-16%, the next 50 years (Engelman).

radiation reaching the Earths surface by 20%. Such an less serious skin cancers by up to 40%.

increase in ultraviolet radiation, by EPA estimates, would drive up cases of deadly melanoma while increasing This would mean 12 million additional skin cancer cases and 200,000 additional deaths over

In March 1985, representatives Protection of the Ozone research, monitoring, by 24 countries from 20 governments The agreement of information, signed the Vienna Convention called for cooperation on the to Layer. in the areas of signed

and exchange

but it carried no specific commitment Protocol was originally including

control these substances.

In the fall of 1987, the Montreal Eventually 1, 1989. scientists confirmed

requiring a 50% reduction in the use of ODS by 1998, and a freeze of halon signed by 47 countries, Canada, the

use at the 1986 level by 1992. Protocol came into effect January Shortly after the Protocol

was ratified,

that the problem The participating

was more governfor

serious and progressing set out in the Protocol. developed

at a faster rate that originally


ments met again in London in June 1990, where they agreed to speed up the time frame They agreed to a 100% ban of ozone-depleting countries by 2010. in May, 1992, a and substances nations by the year 2000 and developing

The London Amendment multilateral processes. countries

to the Montreal Protocol received its 20th ratification 10, 1992. countries It was also decided 32 developed develop non-CFC producing countries

and came into force on August

in London to establish techologies and four developing

fund to help developing

Under the London Amendment, countries.

pledged US$lSO million over the first three years to support studies and specific The developing countries also pledged afurther$40 million

projects in developing

when India joined, which it did on July 19, 1992 (Lacoste, UNEP). In April, 1992, 150 experts from 56 countries met in Geneva and agreed on the necessity industrialized developing Canadas nations countries Standing to accelerate by 2010. Committee on the Environment, after holding hearings on the matter, by 1997 to the phase out of CFCs to January of

1, 1996, and

recommended (MacDonald,

that CFC use be reduced 85% by 1995, and phased out completely Ottawa). In the Fall of 1991, Environment countries Fund. assistance

Canada initiated an interdepartmenin the area of ODS reduction provisions under the Montreal in Brazil, China and

tal dialogue to pursue the provision of technical selected developing Protocol Venezuela Multilateral

through bilateral cooperation

Current projects are being implemented

in collaboration

with Industry Canada, External Affairs, and COTE (The Canadian

Office for Training

in the Environment).

Green Industry Working Group



Canada programs, substitutes substances. measuring and the other countries policies and legislation that signed the Montreal Protocol have implemented substances. to phase out the use of ozone-depleting


are relying on industry, and the green industry sector in particular, to develop methods for reducing, recycling, and replacing ozone-depleting industry sector to develop Also, governments are relying on the environmental

and alternative

systems and management

processes related to ODS reduction. demonstration project is to use the Projets national and expand the capacity Protocol requirements of for that

The purpose of the Projet de Sock% networking Canada ability and multisectoral and the international

nature to help strengthen to meet the Montreal


phasing out the use of ozone depleting substances. to help meet the UNCED agreements. of this issue. Canada. ODS released anywhere

The Projet de Societe recognizes the international

this is one of a number of green industry sectors being developed The Projet also recognizes

in Canada and elsewhere nature health of in both

in the world can affect the environmental

In order to solve the problem Canada will have to eliminate ODS emissions

its own country and internationally. There are a number of companies Group will assist these companies and services highlight e to communities those companies in Canada that have developed to strengthen their capabilities sophisticated of delivering technolo-

gies and services to help eliminate the release of ODS. The Projets Green Industry Working these goods inside and outside Canada that need them. The project will

that have: that capture and clean existing CFCs in refrigeration, establishments, automobiles, air condiand

vampire technologies HVAC systems;

tioning and cooling units in commercial


ODS capturing

and cleaning systems (like the Blue Bottle) that can recycle and the it to escape to the atmosphere;

allow the reuse of existing ODS without allowing


new processes

that eliminate the need to use ODS, that can perform the same funcCFC-free blowing of rigid foam board and flexible furnifor fire extinguishing: aerosols for spraying cosmetics, auto

tion as the replaced ODS. This would include ODS-free cleaning of computer circuit boards (Not-them Telecom), ture foam, and halo replacements

substitutions chemicals,

for the use of ODS as pressurized and medical ingredients; for measuring


ODS, the ozone layer, and UV-B radiation. that are involved services, in manufacturing and selling technology, in measuring

It will assist those companies providing environmental and training.


and those that are involved


Green Industry Working Group



Organizational search Council

meeting, (IDRC),


21, 1993, at the International



in Ottawa to identify of a work plan.

areas of further action and work out a

strategy and the development


ldentify and bring together companies wish to participate in the program.

in Canada working in the field of ODS 3Rs that



meeting in mid-October

in Toronto for some of the key companies to development

to gather

further input into the program and contribute effective and non-duplicative.

of a work plan that will be


Current status of Montreal Protocol report will be prepared by Environment Industry industries and Science Canada on the progress countries. in the selected developing

Canada and ODS 3Rs initiatives.

of their efforts to promote

They will report provide recommendato the December Projet de Socibtb

tions for further action and dos and donts for other green industry promotion The report will be prepared in time for presentation meeting.


ODS 3Rs workplan final workplan

will be created

in draft by the Projet de Soci&?te Green Industry It will be circulated for comment and review. A to the next Projet de Sock%

Working Group by October 31, 1993. will be prepared Meeting in Ottawa in December 1993.

in time for presentation


Initial support action will be undertaken of Canadian environmental industries be taken based on recommendations

by the Projet de Soci&tB working group on behalf working in the field of ODS 3Rs. The action will from the industry sector and those working closely

with it. Initial support action will include: 0 Notice and repot% about ODS industries newsletter, newsletter, a Participation the CEIA Environmental in publications including the CEIA


Faxletter, the Earth Enterprise

and the National Round Table newsletter. in business opportunities from financiers, seminars and trade missions. For example, where 120

the October 7th, 1993 meeting of Gowling, Strathy and Henderson representatives commercialization o Trade missions firms will be networking. into the United States and Mexico. strategy for workplan implementation

new company operators, and business



a medium-term

after the December,

1993, National



CEIA plans to help the ODS 3Rs companies

and Projet de Soci&

working group to continue the supporl project for several years.

The Projet de Soci&+ Reducing RCO.

ODS Green Industry Working Group chaired a special session Conference


the Global Threat of CFCs at the 14th Annual Recycling

held by the

With some 400 people attending the conference,

the ODS session drew 60 to see

the session chaired by Gary Gallon.

The session was held the same day as the working

Green Industry Working Group



group meeting October 29, 1993 at the Constellation

Hotel. The key speakers were Projet Fred Chorley, and Jeremy Byatt.

de Societe working group members, Dusanka Filipovic,

The working group focused on the needs of the Canadian domestic and export ODS goods and services. action that should be taken by governments 1.


which are providing for

The following

are the recommendations

and industry associations: equipment and services of alternative

Educate potential end users (polluters) of ODS environmental of the importance of eliminating technologies available

ODS, and educate them on the availability

to reduce, recycle and reuse the equipment governments implement pending legislation must harmonize

and services. and policy related to and make clear their to


Federal and provincial positions

phasing out the use of ODS. the ODS reduction 3. Intelligence government quality

The governments

on ODS phase out. This was identified industry sector moving forward. by the Canadian

as one of the biggest drawbacks

is required

ODS reduction


from the federal in other countries companies need

and associations

on policy and legislative

developments The Canadian on regional

that could use Canadian information America,

ODS goods and services.

fast from the various embassies

needs in Asia, Latin into strategic action

and Eastern Europe.

They will translate the information

for marketing their products. 4. Government acknowledgement of the presence and value of the Canadian ODS industry help to the companies in question planning to export. They report that want Canadian government has a good track record. acknowledgement company concurrence

sector will provide substantial that foreign governments indeed the Canadian company

and companies

Often Canadian

company sales depend upon federal government i) federal letter acknowledging specific endorsement operated successfully ii) that a particular

of their capabilities: provided has

has successfully

similar services in Canada or in other areas of the world. of the company, in Canada or elsewhere;

The letter would not be a

but it would witness that the company

federal presence in the initial meetings between Canadian companies foreign clients;

and potential


federal brochure nies.


the generic industry sector of Canadian

ODS compa-


The Projet de Societ6 should approach the Environmental possibility approval, of considering ODS technologies or green label designation

Choices Program about the approval. Such an to choose the Cana-

for an ECOLOGO

would help other countries

dian technology.


Green Industry Working Group






If potential

buyers of Canadian


know more Not enough is

about what they have already done, more contracts would be signed. known about the success stories. 7. The Department Projet de Sock%, if available.

of Supplies and Services (DSS) should be officially approached CEIA, NRTEE, and other others to encourage needs.

by the

it to buy. Canadian first that as the

Canadian companies have the equipment and the services, but find that It was recommended section and the purchasing is often responsible section of DSS be approached, the equipment

DSS will purchase outside Canada for its government both the engineering engineering procured. 8. Buyer-seller workshops section

for approving

that can be

should be held by Projet de So&e,

the International

Institute that have

for Sustainable


(IISD), CEIA Ontario and others, for companies

ODS and companies should be conducted 9.

that can reduce, replace, or eliminate ODS. A series of workshops across Canada, in the U.S., and in Mexico. ODS presentation to the

The Projet de Societe or CEIA should arrange a Canadian World Banks countries Ozone Operations Resource Group, responsible

for making recommen-

dations on the hundreds of millions of dollars the World Bank will be placing in developing for ODS reduction. Trade Show should be held. It will give potential domestic

10. A National ODS Reduction and international

buyers a chance to see Canadas ODS reduction goods and services. with this to

11. DSS, External Affairs and CIDA have been invited, and will become involved Projet de Societe working group. They are the other key players Environment 12. Avoid tary. 13. Create a Directory of Canadian ODS Reduction Companies. Projet de Sock%, CEIA Ontario or one of the other agencies. of Canadian Canada and ISC. of Services by government agencies and associations.

in addition



combine the energy and resources in such a way as to be supportive

and complemen-

This could be done by the

14. Meet with, and present to CCME the current capabilities companies, and ask for harmonization

ODS reduction

of standards for eliminating


The Canadian ODS reducing companies welcomed the Projet de Societe contribution It was recognized to helping their sector. They hope the Projet de Sock% and its working members will continue to further help coordinate assistance with their sector. that the assistance They for the ODS sector came rather late to help with market penetration created from actions that will taken soon by the international in other countries. community

felt that actions should be taken now to assist Canadian companies to meet the opportunities on the ODS substance, methyl bromide.

Green industry Working Group



The Projet de Societe working group also recommended

that the lessons

learned in this

exercise can be readily adopted to other green industry sectors. sectors. For example, industries

Efforts should be made to could be prepared for

put together a generic package by the Projet de Societe that could be used by other industry working in the field of biodiversity new international initiatives expected on the UNCED Biodiversity Protocol.

Members of the Projet de Societe working group felt that promoting the efforts of the green industry sector was part of a substantial contribution to achieving many of the recommenthat the Projet that will live Environment dations of the Earth Summit and Agenda 21 requirements. sector. It was recognized

de Societe was able to build on and not duplicate existing efforts to assist the green industry Also, the Projet de Societe initiative helped spin off a new undertaking beyond the Projet de Sock%. The Canadian Environment and grow and use resources Industry Association, Also, the lessons industry sectors. tional Trade, will continue learned

Canada, Industry Canada, External Affairs, and Internato the ODS reduction industry sector. meeting sector can be applied to other environmental industry export cluster building Development and Trade

to expand the assistance in this industry

For example, the environmental

that will be hosted by CEIA and the Ontario Ministry of Economic (MEDT) December 3, 1993, will draw from the experiences Industry Working Group.

of the Projet de Societe Green


Green Industry Working Group



Lacoste, Beatrice,

Saving our ozone shield, Programme,

Our Planet, the Magazine

of the United

Nations Environment 2.

vol. 4, No. 4, Nairobi, 1992. since ~OS, The Toronto Star, Toronto,

Gorrie, Peter, Ozone over Canada thinnest November 6, 1992.


Miller, Alan S. and Irving M. Mintzer, Ozone Layer, World Resources

The Sky is the Limit: Strategies for Protecting the

1996. of the United

Institute, Washington,


Lacoste, Beatrice, Saving our ozone shield, Nations Environment Programme,

Our Planet, the Magazine

vol. 4, No. 4, Nairobi, 1992. Atmosphere Series, The Standing




CFCs. Part 1 of Our Changing


on the Environment,

House of Commons,

Ottawa, June 1990.

Englelman, Robert, Ozone findings worrisome, Scripps Howard News Service,


Sunday Daily News, New York, April 7, 1991.

Corson, Walter H. (ed.), The Global Ecology Handbook: What You Can Do About the Environmental Crisis. The Global Tomorrow Coalition, Beacon Press, Boston, 1990.

Strategy for Ozone Protection, Australian





1989. of Canada,

of Canada, The State of Canadas Environment 7997. Government

Ottawa, 1991.

Green Industry Working Group



Each of the ozone-depleting the atmospheric 03: substances has a somewhat different rate at which they deplete

Substance Group 1
CFC-11 CFC-12 CFC-113 CFC-114 CFC-115

Ozone Depleting Potential (ODP)

1.0 1.0

0.8 0.8 0.4

Group II
Halo 1211 Halo 1301 Halo 2402



Non-Protocol Substances
HCFC-22 HCFC-123 HCFC-124 HCFC-141 b HCFC-142b Carbon tetrachloride Methyl Chloroform (trichloroethane) 0.05

0.02 0.02

1.20 0.15


Green Industry Working Group


CFCs and halons were part of the miracle chemicals achieve an unprecedented standard of living. non-poisonous that assisted non-toxic industrialized to humans substances nations where Tested and found

to earths living things, CFCs and other ozone-depleting

produced and used in major quantities. 928

Here is a brief history ODS substances: family is recommended by Dr.

CFC-12 the first member of the chlorofluorocarbon

Thomas Midgley in the United States as a cheap safe coolant. 931 940s The first 545 tonnes of CFC-12 in the world is commercially CFC-11 and CFC-12 are first used as propellants produced. during

for aerosol insecticides

World War II as part of a campaign to protect troops from malaria in tropical regions. 1950s The use of aerosol propellants developed materials. 1957 The World Meteorological Observing and the stratosphere. 1974 The first time CFCs are perceived Dr. Mario Molina disastrous of the University disruption as potentially of California dangerous. Dr. F. Sherwood and Organizations (WMO) establishes the Global Ozone in consumer products spreads. A new technique is

to put bubbles in foam plastic for furnishings,

car seats and insulation

System (GOsOS) that begins to gather data and ozone in the troposphere

at It-vine warned CFC production

of potentially grew to over

to the atmosphere

from CFCs.

one million tonnes a year. 1977 The United Nations Environment and monitoring 1979 1980 British scientists Programme (UNEP) starts to coordinate research

of the impacts of CFCs. detect significant changes in the ozone layer over Antarctica. efforts leading to the signing of the Vienna

UNEP starts to coordinate Convention in 1985. Antarctic



A Sritish scepticism,

team publishes

a paper which

met with much international Representatives from 20 of the Ozone Layer.

that reported

a hole in the ozone



signed the Vienna Convention

on the Protection

1986 1987

Canada is the first country to ratify the Vienna Convention UN experts and government to the Montreal The Montreal representatives

on June 4th.

meeting in Montreal, Canada, agrees of the holes in the ozone layer. 16th.

Protocol to achieve 50% reduction of ODS by 1999. A team of 150 Protocol on Substances including that Deplete the Ozone Layer is signed in

scientists from four nations confirms the significance Canada by 24 countries,

Canada, on September


Green Industry Working Group




ICI, the United Kingdoms safe alternatives

largest chemical company, announces

it has discovered in 1991.

to CFCs and will invest in a new plant to go into production Protocol establish


Parties to the Montreal

four review panels to prepare assess-

ments on various aspects of the ozone problem In January, on Climate three expert working groups convened Change met for the first time. by an Intergovernmental an international Panel ozone

In February,

research team measures serious pollution damage in the Arctic. 1990 At the June 1990 London meeting of the Montreal Protocol industrialized its intention to eliminate 1991 CFC production entirely by 1997. its findings in a report that found affect human health, food countries

agreed to a 100% phase-out of ODS by 2000 instead of 50%. Canada announced

The Ozone Scientific Assessment that the depletion production,

Panel published

of the ozone layer could seriously

forestry and natural ecosystems. Adjustments of the Montreal and Amendments to th Protocol are adopted at the Denmark, in November. on and the Fund is established


The Copenhagen Fourth Meeting a permanent

Protocol in Copenhagen,

The scope and stringency basis.

of controls is increased


Green Industry Working Group



Gary T. Gallon,
Chair: President, Canadran Enwronment industry
Association, Ontario

George Kowalski
Environment Canada

Michael Macpherson Barry Sadler

Executive Director,

President, CFC Environmental Projet de Sock%



John Mahalus Marvin Bedward

Bedward Consulting Industry Canada

Gene Nyberg Raymond

International Development

institute (IISD)

for Sustainable

National Round the Economy

Table on the Environment


Beatrice Olivastri Jeremy Byatt

Policy Director, Friends of the Earth Canada international Development institute (ItSO) for Sustainable

Fred Chorley
Executive Director, Heating & Refrigerating Air Conditioning lnstitufe of Canada

Gordon Pope
Environment Canada

John Reed Theodora


Development Resource


Commercial Environment

Chemicals Branch,


Dr. Ofelia Sfetcu Odette Corbu

Industry Canada Executive Director, Canadian in the Environment (COTE) Office for Training


HALOZONE Recycling

Dr. Robert Slater

Services Inc.
ADM, Environment Canada

Steve Gorman
Environment Canada

Michael Steele
President, THERMCO Environmental

Steve Hart
Director, Waste Management, Environment Canada

Phil Trigiani

P & F Technologies

Brian Holmes
Director Genera/, industry Canada

Green Industry






.. .


.. , : ,



i\ LA PREMIeRE IiT LA DES : Sierra Club




Sierra Club.



International Cooperation (CCIC) .


Conseil canadien pour la cooperation internationale ~ (CCIC)


_ Pollution Probe

B.C. Environment and


Pollution Probe et le


Devetopment Working Group


de travail sur Ienvirqnnement developpement pour la paix


Alliance 0 Canada World Youth 0 lnuit Tapirisat of Canada - Friends.of the Earth (FOE) . Women, and Environment,. Education and Development e @ted Native Nations

de la C.-B. 0 Aljiancecanadienne Jeunesse Canada Monde : lnuit Les Ami( de la Terre Education .

Tapirisat du Canada.

Canadian-Pulp and

(FOE) ; Women and Environment, and Development


Paper Association . Canadian Association of Petroleum Producers . Mining Association of Canada


United Native.Nations

Association canadienne des producteurs de pates et papiers


Business Council on -National Issues


Association canadienne des


. *

1,BCNI) * Assembly of First Nations Survival International.


producteurs petrdliers


mini&e du

Fallsbrooke Centre l

Canada ; Conseil canadien des chefs 1 dentreprises (BCNI)


Federation of Canadian Mtinicipalities


Assemblee des premieres .

Institute of Canada 0 Canadian Participatory Committee for UNCED Network. Association


1 nations 0 Indigenous Survival International / / / Fallsbrooke Centre municipal&%

l l

Canadian Environment United Nations

Federation canadienne des


Cultural Survival.

lnstitut canadien.des oceans

of Canada ; Transport 2000 w Union

Comite de participationdu (CPCU)


Canada a la CNUED

: : : .d : . .. .:

quebecoise pour la conservation de la nature . Council of Forest industries in B.C: Chemical Producers Association Association
l l l

Reseau canadien de Ienvirohnement



S-urvie,CulturelIe (Canada)


Native !Aomens

canadienne pour [es Nations Unies . Transport .I j / j :

I l

of Canada

Canadian Petroleum

2000 Canada

Union quebecoise pour la

+ inuit Circumpolar Conference (ICCj Association. B.C.

conservation de la nature o Council of Forest Industries (C.-B.)


Canadian Manufacturers

Association canadienne des . Native


Round Tableon (B&T)


Environment and Economy..

fabricants de produitdchimiques Womens Association of Canada


Canadian Chamber of Commerce.


Native Aboriginal Forestry Association (NAFA) Canadian International Development Agency


petroliere duGanada inuit (ICC)


Conference circumpolaire

Association des manufacturiers et

Fisheries Council of Canada i Canadian Nature Federation 0 Canadian Healthy Communities. Network

canadiens 0 Table ronde sur Ienvironhement leconomie de la C.-B. (BCRT) .. commerce du Canada foresterie auto&tone
l l

Chambre de


Canadian Environmental

Association nationale de

Industry Association . Shell Canada * Canadian Ecology Advocates 0 Ecology Action Centre 0 Toronto Board of Education

(NAFA) - Agence international


canadienne de developpement

Canadian Bankers

(CIDA) 0 Conseil can.adien des peches ; Federation canadienne de la nature. canadien des communautes Reseau

Association + National Anti-Poverty Association *


Forum for Sustainability

- seven federai.

en sante 6

government departments 0 six provincial government ministers - the five funding partners: The Canadian Council of Ministers of the Environment(CCME) (30E) * Environment Canada institute for Sustainable

Greenprint 0 Association canadienne des industries de Ienvironnement


Shetl Canada .

Citoyens pour Iamelioration de lenvironnement Ecology Action Centre . Toronto Board of Education

e the International

Association des banquiers canadiens ; Forum

Development (IISD) * the International Development Research Centre (IDRC) ; the

- Organisation nationale danti-pauvrete pour un devejoppement

viable . sept .ministeres

hational Round Table on the Environment and the Economy (NRTEE):

federaux 0 six ministies proviriciaux et cinq partenaires de financement : donseil canadien (CCME) .

/ !Environnement Canada (DOE) lnstitut Iinternational du developpement durable (IIDD) i Centre de recherches pour le developpement

des mrnistres de Ienvironnement

international (CRDI) 0 Table ronde nationale sur Ienvironnement et Ieconbmie(TRNEE).


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