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Parks Canada Agency
Corporate Plan
2008/09 - 2012/13
Section II: Analysis of Program Activities
Program Activity 3: Public Appreciation and Understanding
Program Activity Description:
This program aims to reach Canadians, particularly youth and urban audiences, at home, at leisure, at school and in their communities through effective and relevant learning opportunities designed to increase understanding, appreciation, support and engagement towards natural and historic heritage. To accomplish this, Parks Canada is collaborating with audiences and strategic partners within formal, informal and non-formal learning contexts. Using a diversity of carefully targeted outreach education approaches, such as the Parks Canada Web site, broadcasting and new media, integration into urban venues and introduction of content into school curricula, the Agency helps build a connection to place essential to achieving its mandate. Parks Canada also intends to broaden its base of support by involving its many stakeholders, and encouraging shared leadership in the development and implementation of the Agency’s future direction.
| Public Appreciation and Understanding Program Activity Planned Spending ($ thousands) and Full Time Equivalents (FTE) |
|||||||||
| Planned Spending | |||||||||
| 2008-09 | 2009-10 | 2010-11 | 2011-12 | 2012-13 | |||||
| FTE | ($000s) | FTE | ($000s) | FTE | ($000s) | FTE | ($000s) | FTE | ($000s) |
| 257 | 26,482 | 257 | 27,658 | 257 | 27,658 | 257 | 27,658 | 257 | 27,658 |
| Expected Result: | Performance Indicator: | Target and Date: |
| Canadians appreciate the significance of heritage places administered by Parks Canada and understand the importance of protecting and presenting them | Canadians appreciate the significance of heritage places administered by Parks Canada | Establish a baseline by March 2009 for the percentage of Canadians that appreciate the significance of heritage places administered by Parks Canada |
| Canadians understand the importance of protecting and presenting heritage places administered by Parks Canada | Establish a baseline by March 2009 for the percentage of Canadians that understand the importance of protecting and presenting heritage places administered by Parks Canada |
Planning Highlights:
In order to achieve the expected result, Parks Canada plans to undertake the following activities:
- Parks Canada will continue to raise awareness of its mandate, notably through the launch of a national advertising campaign aimed at raising awareness of Canada's national parks.
- Parks Canada will continue to build understanding of the importance of protecting and presenting the heritage places it administers by working with museums, science centres, NGOs and community groups to integrate natural and historic heritage conservation messages into their exhibits, programs and events to reach Canadians in urban settings. Parks Canada’s in Schools initiative will continue to focus on collaboration with the formal education community to influence curriculum content and teaching resource development.
- Parks Canada will invest in new and emerging social communications technologies that have potential to engage outreach audiences, notably in internet technologies.
- Parks Canada will continue to engage stakeholders and partners in the protection and presentation of the heritage places it administers. As such, it will establish a formalized Aboriginal advisory relationship for each national park within five years.
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