Canadian Centre for Energy Information

  • Centre for Energy’s portal home page

    Centre for Energy’s portal homepage

  • Energy BOT Squad program home page, video page, secondary program page.

    From left: Energy BOT Squad program homepage; video page; secondary program page

  • The Energy BOT Squad characters.

    The Energy BOT Squad characters

  • Norm, the program host

    Norm, the program host

  • Interactive Canada’s Energy Map

    Interactive Canada’s Energy Map

Energy Drives Canada


The Centre for Energy’s education programs are driven by the need to improve Canadians’ energy literacy.

At a time of increased public interest in resource development and regulation and the media’s focus on energy, the Centre for Energy strives to bridge the gap between Canadians’ high expectations for their country’s energy leadership and the public’s knowledge about Canada’s energy system. 

Creative Solution

In 2009, NATIONAL developed and implemented Energy Drives Canada for the Centre for Energy. The program included a national survey, energy education program and incorporated the Centre for Energy’s popular interactive Canada Energy Map. 

The survey examined awareness of, knowledge about and attitudes towards Canada’s energy sector.

The Energy Drives Canada education program presented 75 days of energy facts and stats in response to the national survey results. ‘Norm’, the program’s host, took visitors on a virtual cross-country road trip. Norm’s travelogue included an energy story at each stop along his route and showcased the Centre for Energy’s partners and resources. The storyline was developed to appeal to a range of ages and interest levels, including professionals seeking specific industry facts and students who were learning about energy through mathematics and geography. Students could also download Energy by the Numbers, a series of quick reference sheets organized by province to help with homework assignments.

The Canadian Leadership in Energy brochure was designed to add a global perspective to the information in Norm’s travelogue and showcase Canada’s unique, complex energy endowment.

The integrated Energy Drives Canada program helped build awareness of the Centre for Energy’s information and education partners and the increasingly important role energy plays in the global economy.

Impact & Results

Media relations efforts generated national and regional coverage of the survey and education campaign.

The survey results were released in September 2009 and website traffic increased steadily over the course of the 75-day program. 

The national survey became the foundation for a technical paper called A Crucial Nexus: Literacy, Endowment and Public Consultation in Energy Decision Making that was submitted and accepted for presentation at the 2010 World Energy Congress. NATIONAL was instrumental in the development and editing of the technical paper.

The results of a second national energy literacy survey were released in late 2010 and again generated national and regional media coverage.

In 2011, NATIONAL created Canada’s Energy BOT Squad to host the new version of Energy Drives Canada. NATIONAL developed and designed ten characters to host the 12-week program and deliver information about energy and provide resources for teachers, students and Canadians to help make learning about energy fun and relevant.

Clearly, Canadians have an appetite for facts about their country’s energy and the Centre for Energy succeeds in delivering that information.