CANADA

Canadian
leadership,
global
impact
WWF-Canadas Plan for a Living Planet 2010-2015

A healthy, diverse, and ultimately sustainable living

Earth: this is what WWF-Canada is working to achieve.
We are proud of our record of success. We also know
that it is time to redouble our efforts. Right now, the
world faces some of the greatest challenges in human
history, and Canada has an important role to play.
As we look to the future, we are turning our attention to
three areas where Canadian leadership can have a global
impact: climate, water, and people.
For decades, we have tackled tough conservation issues
in Canada and around the world. We have protected
right whales and sea turtles, grizzlies and pandas,
caribou and tigers. We have safeguarded important
habitats on land, in lakes, and at sea. We have worked
with businesses and communities to reduce pollution
and advance sustainable economies.
This plan describes how we will build on this track
record to achieve critical conservation wins. It sets out
our commitments, goals, and priority actions for the
next five years. The strategies laid out in the document
will form the basis for individual annual program plans
that keep our work on track and in line with changing
circumstances in Canada and around the world.
Conservation is a long-term undertaking, and our work
would not be possible without the support of our active
membership of more than 150,000 Canadians. We will
continue to share our plans and ideas with you at wwf.ca.

WWF-Canadas Plan for a Living Planet

More than wildlife

Over time, our work has expanded from protecting
particular wildlife species and habitats to protecting
life on Earth including our own. Today, our work
is about:
Life, because every project that WWF-Canada
undertakes is, at its core, about protecting and
restoring ecosystems. We measure our success
in the abundance and diversity of wildlife and the
healthy functioning of natural places in our world.
In turn, healthy ecosystems provide the clean
air, clean water, and healthy food webs that are
essential to every community and the drivers of
every economy.
Living, because the choices we make every day
decide the future of everyone and everything
around us. From what we buy to how we get to
work, our actions shape human communities and
ecosystems around the world. In all of our work,
WWF-Canada looks for ways to live and make
a living on a healthy living planet.

WWF-Canadas Plan for a Living Planet

Who we are:
WWF in Canada and around the globe
Working in over 100 countries around the world, WWF is one of the
worlds most respected, independent conservation organizations. With
5,000 staff and five million supporters, we are collectively working for
one thing: A Living Planet.

WWFs global mission

is to stop the degradation

of the planets natural environment and to build a future in which humans
live in harmony with nature, by:
Conserving the worlds biological diversity
Ensuring that the use of renewable natural resources is sustainable
Promoting the reduction of pollution and wasteful consumption

Founded in 1967 by Senator Alan MacNaughton, WWF-Canada is

one of the countrys leading conservation organizations, enjoying
the active support of more than 150,000 Canadians. We connect
the power of a highly respected and effective global network to
on-the-ground efforts across Canada, through our operations in
Vancouver, Prince Rupert, St. Alberts, Toronto, Ottawa, Montreal,
Halifax, St. Johns, and a growing presence in the Arctic.

WWF-Canadas Plan for a Living Planet

WWF-Canadas Plan for a Living Planet

Guiding principles
The unique way in which WWF works in Canada and around the globe drives
lasting results. We are:
Science-based: we believe good science is the foundation for sound
conservation practice and policy.
Solutions-oriented: we aim to be at the forefront of thoughtful and
pragmatic approaches to tough conservation problems, dare to take risks,
try new ideas, and challenge our own and others thinking.
Focused on lasting results: we design our conservation initiatives to
be workable, robust, adaptive, and resilient to changing circumstances.
Local to global, and global to local: each project we undertake in
Canada draws on and contributes to the combined expertise of our
international network.
Collaborative: we extend our reach and magnify our impact by working
with key players in all sectors, including governments, businesses, other
NGOs, and academic institutions to solve conservation challenges.

WWF-Canadas Plan for a Living Planet

WWF-Canadas Plan for a Living Planet

Canadian leadership, global impact

Within the WWF network, our role is to drive Canadian leadership on
conservation issues for global impact. This means we focus on issues
where Canada has a clear leadership role to play to help secure the future
of biodiversity and the survival of life on this planet.
Our top priorities are Climate, Water and People because:
Climate change creates the worlds biggest conservation challenges, both
on land and at sea. Canada has a responsibility and the opportunity
to help lead the way in mitigation, adaptation, and the creation of a
sustainable and prosperous green economy.
Water, the lifeblood of our planet, is the worlds richest source of
biodiversity and essential to every human community. Water is also
Canadas biggest global endowment. We have the opportunity now to set
new world standards for the care of freshwater and ocean ecosystems.
People, because what we do as individuals and together matters to all
other species and to the planet. Canadas diverse citizenship connects us
to every corner of the planet. The world matters to Canada and Canada
matters to the world.
When Canada steps up to take its leadership role, great things can
happen. We envision a future in which:
The Arctic is protected and adapting to climate change, supporting
communities and Arctic species
Canadians are engaged and taking action for our living planet, in Canada
and around the world
Canadas economy is green, sustainable, and growing
Canadas fresh water meets the needs of nature and people
Canadas three oceans are healthy, productive, and sustainable

WWF-Canadas Plan for a Living Planet

WWF-Canadas Plan for a Living Planet

Climate
The impacts of our changing climate are the single greatest threat
to biodiversity, with effects already evident in the Arctic.
Climate change is the biggest conservation challenge facing the world today,
and Canada emits more carbon dioxide per capita than almost any other
country in the world. It is our responsibility to be part of the solution. Now
is our chance to put Canadian ingenuity and determination to work: we can
develop the innovative solutions we need in order to reduce emissions and
adapt to impacts that are already happening.
Right now we stand at a crossroads. We can choose to keep doing things
the old way, depleting our natural resources for short-term gain, or we can
choose to do things better, leading the way to a new green energy economy
that will benefit all of us. Every living thing on Earth depends on us to make
the right choice. WWF-Canada will help Canada design a better future
for our planet by working to decrease our countrys economic reliance on
carbon fuels and catalyzing a shift to green energy and greener transport.
We certainly have inspiration for action. The worlds first and most tangible
impact of climate change is the loss of Arctic sea ice. Northern communities
and species are already at risk. Canadas global leadership role in the Arctic
will be our generations single most important legacy to the world.

WWF-Canadas Plan for a Living Planet

Our goals
Arctic
Secure an international ice refuge that protects high Arctic habitat for icedependent species and anchors a protected area network that contributes
to conserving at least 50 per cent of Arctic ecosystems through innovative
governance reforms.

We will:
Lead a united conservation effort involving all polar nation members
of the WWF network
Secure an international commitment to principles and benchmarks of
environmental stewardship in the Arctic
Define and promote Arctic governance reforms needed to enshrine
these principles, working with indigenous (Inuit and Dene) people and
thought leaders from other communities
Using both western science and traditional knowledge, develop an
innovative conservation blueprint to ensure that polar bear, caribou,
and narwhal continue to thrive in a resilient Arctic in the face of
climate change
Engage leaders from the shipping, fishing, and oil and gas industries
to establish and promote responsible practices

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WWF-Canadas Plan for a Living Planet

Climate
Design and demonstrate a Canadian Energy Strategy that includes a
long-term plan to meet our energy needs with renewable energy, in order
to keep global warming below the danger threshold of a 2C average
rise in temperature.

We will:
Develop and advance tools to shift investment to renewable energy
Work with partners to advocate for and demonstrate credible measures
to support the more efficient use of energy and the deployment of lowimpact, renewable energy sources
Mobilize partners in support of transportation solutions that promote
efficiency and the switch to electric vehicles powered by renewable
energy sources
Define key elements of a truly green
economy and generate support for
these among Canadians

A tipping point
In order to avert dangerous
climate change, we must keep the
global average temperature from
rising more than 2C (3.6F) above
what it was in the late 1700s,
before the industrial age.

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Oceans and carbon

Oceans play a critical role in absorbing carbon dioxide. As the levels
of this greenhouse gas increase in the atmosphere, were also finding
more in the oceans. This is alarming because carbon dioxide changes
ocean chemistry, making sea water more acidic. Acidification, as
scientists call it, threatens many forms of life, particularly creatures
like corals, sea urchins, and shellfish whose shells dissolve in an
acidic environment. Juvenile fish of many commercial species are
also at risk. Scientists and fishermen are already seeing the effects
of increasing acidity. Left unchecked, ocean acidification threatens
food webs and ecosystems around the world.

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WWF-Canadas Plan for a Living Planet

Water
With three oceans and abundant fresh water, Canadas water is
the lifeblood of our nation and our biggest global endowment.
Water. In Canada, it seems to be everywhere.
Twenty per cent of the worlds fresh water flows within our borders. We
rank among the worlds top nations in terms of renewable water supply. We
have three oceans and more coastline than any other country in the world.
These are unique global endowments. Such treasures make Canada enviable
in an increasingly thirsty and warming world. With this abundance comes
responsibility, to Canadians and to the world.
Freshwater and ocean ecosystems are the foundation of all life on Earth.
This foundation is under increasing stress around the globe. From fishing
to agriculture, from industry to homes, from power to transport, water
is in increasing demand, and our uses increasingly conflict with natures
own needs. Canada has an important role to play in developing new global
standards and practices for the sustainable management of freshwater and
ocean ecosystems that meet the needs of people and nature.

WWF-Canadas Plan for a Living Planet

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Our goals
Fresh water
Protect and restore natural flow and water quality to secure healthy waters
in ten important and iconic Canadian rivers, using our accomplishments to
catalyze lasting change in water policy globally.

We will:
Work with Canadian sectors and organizations with the largest water
footprint to reduce their impact on priority rivers in Canada and
internationally
Develop and demonstrate leadership in freshwater conservation
science and practice
Engage in water governance discussions to influence leading-edge water
policy planning and management decisions
Encourage public debate and thought leadership to raise awareness of
freshwater issues and support for healthy waters

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WWF-Canadas Plan for a Living Planet

Oceans
Catalyze a transition to sustainable seafood, smart oceans management,
and sustainable ocean economies to ensure that all three of Canadas oceans
remain ecologically rich and economically prosperous.

We will:
Promote sustainable seafood by working with leading retailers and
seafood companies to strengthen procurement practices and sourcing
policies; advance global efforts to improve fisheries practices; and use
these efforts to drive reform of oceans management in Canadian and
global waters
Promote smart oceans management by establishing sound, resilient
networks of protected ocean areas; implementing a whole ocean
approach that includes marine spatial planning and rigorous ecosystembased management; restoring degraded ecosystems; and protecting
species at risk, including whales and sharks
Build the business case for Canadas ocean economy that will attract
conservation investments for a sustainable future

WWF-Canadas Plan for a Living Planet

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WWF-Canadas Plan for a Living Planet

People
We can choose a living planet.
Today, our species walks heavily upon the Earth. Our choices shape the fate
of all other species with whom we share the planet. Right now, Canadians
have one of the largest ecological footprints per capita of any nation in the
world. Its up to us to design a better future for all living things.
Across the country, Canadians are showing that they are ready to take up this
challenge. Canadians of all ages are making the choices that drive large-scale
change one action at a time. Change is the result of our daily choices. We
shape the marketplace. We elect and become leaders. We run, work for, and
influence businesses. We impart values and practices to our children. Each
of us has it in our power to act within our scope of influence to contribute to
conservation solutions.
For WWF-Canada this includes a special focus on connecting children,
our leaders of tomorrow and future generations, to nature. WWF-Canada
is committed to galvanizing the power of individuals and business by
mobilizing Canadians collective desire for change and offering solutions
and actions that we all can take in our jobs, in our homes, and in our
lives. In this way we will ensure a living planet, for people and nature.

WWF-Canadas Plan for a Living Planet

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WWF-Canadas Plan for a Living Planet

Our goals
Mobilize
Mobilize one million Canadian individuals and influential businesses to take
action by reducing their footprint, making greener consumer and business
choices, speaking out for the environment, or providing financial support
for our work.

We will:
Help Canadians, especially young Canadians, take meaningful actions
for the environment
Support local organizations that help children connect to nature
Provide Canadians with reliable information on conservation issues
Tell compelling and relevant stories, both local and global, to engage
Canadas diverse population and broaden our base of support
and influence
Work with leading companies to secure
conservation commitments that raise the
bar on best practices and, in doing so,
shift markets and supply chains
Develop our capacity to work and
celebrate success in more of Canadas
many languages - building bilingual
capacity in key campaigns and staff

WWF-Canadas Plan for a Living Planet

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Organizational
Everyone at WWF-Canada is committed to a living planet for people and
nature, to providing value to our generous donors, and to doing what
we say we will. We have a great team, and we intend to keep it that way.
Conservation is a long-term commitment, and we are working in a very
fast-paced, high-demand world. To attract and retain the best possible
talent, we will provide our staff and volunteers the best possible tools,
training, encouragement, and work environment. As for inspiration:
that comes from the planet.

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WWF-Canadas Plan for a Living Planet

Our goals
Talent

Attract and retain staff and key contributors aligned with our
guiding principles and goals.

Learning Encourage a culture of learning and development.

Technology Support all staff with effective technology and
information systems.

We will:
Continue to build a talented team whose interests and skills match
WWF-Canada priorities and guiding principles
Develop our network of skilled contributors from outside the organization
including governments, academic institutions, and business to make
sure we have access to the right talent at the right time
Develop and implement strategies and policies to support a dynamic and
effective organization
Promote growth through career-building philosophy and a successionplanning framework for pivotal and senior positions
Design systems to support collaboration among our staff and colleagues,
from local to global scales

WWF-Canadas Plan for a Living Planet

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WWF-Canada and WWF-International

Like many Canadians, WWF-Canada is part of a family that reaches around
the world. Being part of the strong, well-known, respected, and effective
international WWF Network helps WWF-Canada achieve our goals. In the
same way, our effective, respected, and national presence here in Canada
helps strengthen WWFs work around the world. Working together, we tackle
the worlds toughest conservation challenges and look for solutions that
extend from local to global and back again.
Nowhere is that more relevant than here in Canada, home to some of the
greatest natural endowments as well as one of the most diverse and globally
connected citizenry on Earth. Our work to protect polar bears in Canada can
help guide tiger protection in India. What we learn about water flows in the
Mackenzie River Basin we can apply in the Ganges. Models of integrated
ecosystem management in Gwaii Haanas and the boreal forest will have
lessons for the Galapagos, the Amazon, and the Green Heart of Africa.
Everywhere we go, we link our direct experience on the ground with the
most advanced conservation science in the world.
As we pursue Canadian leadership and
global impact, we also will strengthen our
relationships with diverse communities
from coast to coast. We will build on the
diversity of the knowledge, experience,
and commitment of Canadian families to
sustain our work here and abroad.

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WWF-Canadas Plan for a Living Planet

Network initiatives
Integrated with our work here in Canada, WWF-Canada provides Canadian
leadership for global impact on several network-wide initiatives.

We will:
Lead WWFs global Arctic efforts through the Arctic Initiative
Help direct the global Smart Fishing Initiative
Provide financial support for projects like the Tiger Initiative
Contribute to the Market Transformation Initiative through
our work with business
Collaborate with our colleagues on global solutions to climate change

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Traffic program
TRAFFIC, the wildlife trade monitoring network,
is a joint program of WWF and the International
Union for Conservation of Nature (IUCN).
TRAFFICs goal is to ensure that buying and
selling wild plants and animals is not a threat to
the conservation of nature. Established in 1976,
TRAFFIC has developed into a global network.
TRAFFIC is research-driven and action-oriented,
committed to delivering practical conservation
solutions based on the latest research and
information. From elephants to tigers, from corals
to the Kaisers spotted newt, TRAFFIC is working
around the globe on critical issues of wildlife trade.

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WWF-Canadas Plan for a Living Planet

Life and living

For 50 years, WWF has been working to build a future where humans live in
harmony with nature. This is our mission a mission driven by our concern
for all living things, including plants, animals, and people.
We are troubled by the fact that many of the Earths flora and fauna are
disappearing fast, mostly as a result of human activity. Unless we reverse this
trend, our children and grandchildren will inherit a planet diminished by this
loss. We are very worried about what this loss tells us about the health of the
ecosystems that we all depend on. These ecosystems provide us with food,
water, and air, as well as the natural resources that support our economy.
Their future is our future.
For this reason, while we work on complex policy issues such as energy
strategies, water flow regimes, and ecosystem management, our attention
is always on the plants and animals with which we share our planet.
So when we say oceans, we mean sharks, whales, coral, kelp, and cod.
When we say fresh water, we mean trout, cattails, songbirds, cedar, and
frogs. When we say Arctic, we mean polar bears, willows, narwhals, Arctic
foxes and walruses. When we say climate, we mean all of that, and more.
We mean all of us.
At WWF we believe deeply in the power of human ingenuity, and the scale
of achievement that is possible when we turn our collective will to a task.
The future is ours to create.

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WWF-Canadas Plan for a Living Planet

Making it possible
We achieve conservation wins only because of the support of the donors
and partners who make our work possible. Sometimes success comes
only as the result of a sustained effort over many years. We are fortunate
to have patient and steadfast supporters who share our commitment to
tackling these complex and important issues.
For these reasons and more, we are very grateful for the generosity and
vision of Canadian individuals, families, businesses, and governments
who see the value of investing in our common future.

When we say Canadian leaders,

we mean you.
Our five-year plan is a direct invitation to all Canadians to get involved.
What we do as individuals and together matters. Join the discussion.
Take action. Support our efforts.

WWF-Canadas Plan for a Living Planet

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Nowhere in the world are so many natural treasures governed

by so few people. Canadians have a special responsibility to
steward them well.
Gerald Butts | President & CEO, WWF-Canada

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WWF-Canadas Plan for a Living Planet

Captions and Credits

Front & back cover: Footprints and turtle hatchlings, Sri Lanka National Geographic Stock/Jason Edwards/
WWF-Canada; Inside front cover & page 1: Old growth temperate rain forest, Clayoquot Sound, BC, Canada
Garth Lenz/WWF-Canada; Page 2: Spring ice on Great Slave Lake, NT, Canada Tessa Macintosh/WWFCanada; Page 3: Loon, Algonquin Provincial Park, ON, Canada Frank Parhizgar/WWF-Canada; Page 4:
Hawksbill turtle, Red Sea, Egypt Nils Aukan/WWF-Canon; Page 6: Celebrating Earth Hour 2010, Canada
Jeremiah Armstrong/WWF-Canada; Page 8: Melting ice, Khumbu Glacier, Nepal Steve Morgan/ WWF-Canon;
Page 10: left Peary caribou, Canada Paul Nicklen/National Geographic Stock/WWF-Canada, right Climate
Witness program interview, NU, Canada WWF-Canada; Page 11: left Wind energy in AB, Canada Garry
Broeckling/WWF-Canada, right Girl using solar energy, USA National Geographic Stock/John Burcham/WWF;
Page 12: Male American or Northern lobster in Atlantic waters, NS, Canada Gilbert Van Ryckevorsel/WWFCanada; Page 14: left Child drinking from water fountain Brian Scantlebury/iStockphoto, right Shangri La Falls,
ON, Canada Greg Stott/WWF-Canada; Page 15: Atlantic cod, NL, Canada Gilbert Van Ryckevorsel/WWFCanada; Page 16: Celebrating Earth Hour 2010, Canada Jeremiah Armstrong/WWF-Canada; Page 18: Climate
Business Action Day, Copenhagen Richard Stonehouse/WWF-Canon; Page 19: left Pedestrian and cycling
signs, BC, Canada iStockphoto.com/WWF-Canada, right Lobster fishermen, NS, Canada Damian Lidgard/
WWF-Canada; Page 20: top United Nations Climate Change Conference, Copenhagen Richard Stonehouse/
WWF-Canon, bottom Whale watching, NS, Canada Damian Lidgard/WWF-Canada; Page 21: left Great white
pelican, Kenya Martin Harvey/WWF-Canon, right Mountain climbers iStockphoto; Page 22: left Kermode
bear, Great Bear Rainforest, BC, Canada Tim Stewart/WWF-Canada, right WWF flag in Barcelona Miguel
Murcia Navarro/WWF-Spain; Page 23: top Amur or Siberian tiger Vladimir Filonov/WWF-Canon, bottom
Children playing during the events for the release of the Black-footed ferret at Grasslands National Park, SK,
Canada Troy Fleece/WWF; Page 24: Chironepthya, Fiji Cat Holloway/WWF-Canon; Page 25: left Indian tiger,
two month old cub Martin Harvey/WWF-Canon, middle Bowhead whale, NU, Canada Paul Nicklen/National
Geographic Stock/WWF-Canada, right Southern white rhinoceros Martin Harvey/WWF-Canon; Page 26: Polar
bear trying to cross an ice floe, Spitsbergen, Norway Steve Morello/WWF-Canon; Page 28: Lake Superior
National Marine Protected Area, ON, Canada GaryAndJoanieMcGuffin.com/WWF-Canada.
Published (July 2010) by WWF-Canada, Toronto, Canada.
1986 Panda symbol WWF-World Wide Fund For Nature (formerly known as World Wildlife Fund)
WWF and living planet are WWF Registered Trademarks.
WWF is the planets leading conservation organization registered in Canada as a charity (no. 11930 4954 RR0001).
Any reproduction in full or in part of this publication must mention the title and credit the above-mentioned
publisher as the copyright owner. text (2010) WWF-Canada.

 Plan for a Living Planet 2010-2015

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