Green Citizen is a Seneca College campaign providing Seneca students, staff, alumni, and others with an appreciation of the role the environment plays in both their lives and careers. In October 2011 Green Citizen was the object of a ‘soft launch’ at Seneca involving a select audience of students, staff and experts.I was asked to help Seneca articulate the Green Citizen campaign by helping to frame the academic initiative as a communications challenge. The first stage of this project involved a research and consultation phase producing an 18 page written report. The report will serve as a starting-point for branding the Green Citizen Campaign and building awareness and excitement around Green Citizen as Seneca prepares phase 2 of the campaign launch in fall 2012.