The Retire Your Ride campaign, which was developed and delivered by Scout (as Summerhill Impact) for 47 months (between May 2007 and March 2011), was part of the Government of Canada’s agenda for clean air. The objectives of the program were to:
Retire Your Ride was developed by Scout in collaboration with Environment Canada and executed in partnership with not-for-profit organizations, the vehicle recycling industry, retailers, and manufacturing partners across the country. The program successfully offered Canadians a reliable, sustainable and accessible program delivery infrastructure to collect old vehicles to be retired. The program ensured that these vehicles were recycled responsibly, and offered valuable and effective rewards to participants. The program recorded and reported to program partners and the public, on measurable and tangible environmental impacts, including amount of emissions prevented, the number of vehicles recycled and the number of Canadians engaged through all marketing initiatives.
The phased and multi-million dollar bilingual advertising, public relations and community outreach initiatives resulted in the program exceeding its national collection targets at approximately 125%.
As a result of Scout’s overall management and delivery of the Retire Your Ride program, the following outcomes were realized:
According to the participant survey, which was conducted nationally by Environics (and reported on in January of 2011), participant satisfaction increased steadily over the program lifespan, with 6 in 10 being completely satisfied with their experience, and 8 in 10 saying they would definitely recommend the program to others. Additionally, 6 out of 10 participants said that the program prompted them to get rid of an older vehicle sooner, while 6 out of 10 were very satisfied with the value of their incentive.