Engaging Canada’s Youth Engaging Canada’s Youth Parks Canada’s Greatest

Summer Jobs of 2010

EECOM 2011

Workshop ObjectivesWorkshop Objectives

• Inspire participants to experience Canada’s National Parks as great outdoor classrooms

• Explore the role of video and new media in developing an awareness and understanding of Canada’s special natural places

The Parks Canada MandateThe Parks Canada Mandate

On behalf of the people of Canada, we protect and present nationally

significant examples of Canada's natural and cultural heritage, and foster public

understanding, appreciation and enjoyment in ways that ensure their

ecological and commemorative integrity for present and future generations.

National National Parks in Parks in NunavutNunavut

Quttinirpaaq National Park of CanadaSirmilik National

Park of Canada

Auyuittuq National Park of Canada

Ukkusiksalik National Park of Canada

2010 – 125th Anniversary of 2010 – 125th Anniversary of the creation of Banff National the creation of Banff National

ParkPark• Program created opportunity for young

Canadian videographers to:(a)get to know Parks Canada more intimately and(b) relay their experiences to others their age

• Program designed to create online video content to showcase the extent, diversity, and quality of Parks Canada’s special places

Canada’s Greatest Summer Job Canada’s Greatest Summer Job hiring processhiring process

• Posted on Workopolis for two weeks

• Online applications only– over 900 applications received– for 32 positions (one per PCA Field Unit)

• Shortlisted candidates required to submit a SHORT videoclip along with their resume to demonstrate their skills and knowledge

Canada’s Greatest Summer Job Canada’s Greatest Summer Job coordinationcoordination

• A national program

• Short-list screening – identified over 90 qualified candidates (approx. 10% of apps)

• Online and teleconference interviews involved field unit staff (as much as possible)

• Final staffing decision at field unit level

Canada’s Greatest Summer Job Canada’s Greatest Summer Job getting startedgetting started

• All 32 successful students given an intensive two-week training and orientation course in Banff

• All 32 field units received digital video camera and editing equipment – hardware as well as software

• All successful candidates trained on this equipment before arriving in the field

Canada’s Greatest Summer Job Canada’s Greatest Summer Job hitting the ground runninghitting the ground running

• First – the ground is uneven!

• Second – field unit communications staff, already stretched, can’t spend the time this project really needed

• Third – a steep learning curve for everyone

Canada’s Greatest Summer Job Canada’s Greatest Summer Job Many Stories to TellMany Stories to Tell

• 32 Field Units – includes 42 National Parks, 167 National Historic Sites and 4 (working on 5) National Marine Conservation Areas

• From coast to coast to coast and north of the world’s longest undefended border

• Places as diverse as the people – stories as varied as the people and their places

Canada’s Greatest Summer Job Canada’s Greatest Summer Job Real. InspiringReal. Inspiring

• Making a new brand come alive

• Converting youthful enthusiasm and energy into experiences that are real, inspiring, and unforgettable

Going from Going from RealReal and and InspiringInspiring to to RealReal and and ProductiveProductive

• Grounding young videographers in the practical tasks essential to creation of successful online videos

• Training included practical lessons in “creating a story” to the basics in knowing how to operate the equipment

RealReal and and ProductiveProductiveGetting StartedGetting Started

• Five basic steps in getting started:– Collect information– Take some time to think – what is the

purpose of this piece– Plan what you want to do – Scout out locations and interview

subjects– Do a first draft of a story board

Activity – starting on your own Activity – starting on your own videovideo

1. Choose a park you know and list what you know about it – any stories you immediately can think of?

2. Think about your information – define your purpose

3. Write a plan 4. List locations/subjects 5. Draft a story board

Before you start the Before you start the camerascameras

• Ask yourself two questions:

• WHY am I creating this video?

• WHO will watch this? Who is my audience?

Back to the uneven groundBack to the uneven ground

• Each of the 32 summer students arrived with different experience and expertise

• A lot of footage

• Many stories

• In Nunavut, our student was a beneficiary who brought a good understanding of his language and culture to the project

Thematic guidelines were Thematic guidelines were providedprovided

• PCA wanted to tell a national story focused on:– Celebration of the Parks Canada team– Celebration of Parks Canada Places– Visitors celebrating THEIR places– Capturing the experience of the

students themselves

Wrapping up the summerWrapping up the summer

• Students spent ten days at end of the project working with editing teams at an intensive session in Torngat Mountains National Park

• Included in this “trip of a lifetime” was time in the park and time with elders

The Final ProductThe Final Product

• The five best videos were entered into competition at the Banff Film Festival

• Many videos can be viewed on the Parks Canada YouTube Channel – you can find them at www.youtube.com/parkscanada

• Footage shot through the summer resides at each field unit – a great archive of an incredible summer

Most Important by-productMost Important by-product

• Canada’s Greatest Summer Job created thirty-two enthusiastic and knowledgeable ambassadors

Some websites to check outSome websites to check out

• Parks Canada Agency - www.parkscanada.gc.ca

• Parks Canada Youtube Channel – www.youtube.com/parkscanada

• Facebook – www.facebook.com/parkscanada

• Follow us on Twitter – www.twitter.com/parkscanada

Questions???Questions???

Garry EnnsExternal Relations Manager, Parks Canada(867) 975 4660Garry.enns@pc.gc.ca