What is “The Trebek Initiative” for $400,000, Alex

No Fixed Address Brings to Life: The Trebek Initiative, supporting the next generation of Canadian explorers

August 4, 2021


To celebrate the birthday of everyone’s favourite host, Alex Trebek, the The Royal Canadian Geographical Society (RCGS) and the National Geographic Society (NGS), with the support of agency partner, No Fixed Address (NFA), introduced The Trebek Initiative; a new grantmaking program to support and empower emerging Canadian explorers, scientists, educators and photographers who will help ignite “a passion to preserve” in all Canadians.

alex trebek, geography, no fixed address

The longtime moustache aficionado with a deadpan delivery and cutting wit, Trebek, was also a great philanthropist who had a passion for geographic literacy (some Jeopardy! contestant geographical guesses must have been truly disheartening) he supported both the RCGS (where he served as Honorary President until his passing) and the National Geographic Society.

alex trebek, geography, no fixed address

The national campaign to honour the legacy of Trebek will provide more than $400,000 annually, which will help scientists, educators, storytellers, and early-career explorers in support of expeditionary work across Canada. Perhaps their discoveries will become Jeopardy! answers one day.

alex trebek, geography, no fixed address

“The future of Canadian natural wonders relies on the actions we take today,” says John Geiger, Chief Executive Officer of the RCGS. “Our mission with The Trebek Initiative is to inspire Canadians to make lasting, positive changes for the health of our planet.”

alex trebek, geography, no fixed address

NFA provided the brand concept strategy, naming, visual identity, website development, and the development of the launch campaign. “Inspired by the thought that storytelling can save the world, this became our thread of steel throughout the campaign—igniting the passion to preserve our beautiful planet for every Canadian,” says Jack Latulippe, Chief Creative Officer at NFA. “Through the campaign development it became clear this passion was shared by many including the likes of comedian and actor Stephen Fry, a lover of Canada and its landscape, lending his voice to bring our video to life.”

Applications have already started rolling in and will be reviewed for approval twice annually. For additional information about the Initiative and grant application details, visit www.TrebekInitiative.com


About The Trebek Initiative

Founded in honour of the late Alex Trebek, The Trebek Initiative provides grants to early-career explorers in support of their incredible expeditionary work. The Initiative supports emerging Canadian explorers, scientists, photographers, geographers and educators. The types of projects championed include exploration of unique ecozones in Canada, scientific research on Canadian wildlife, wilderness or water, photographic expositions on unique Canadian geographies, and new tools to create a better understanding of Canada’s environment.


About The Royal Canadian Geographical Society

The RCGS is dedicated to imparting a broader knowledge and deeper appreciation of Canada—its people and places, its natural and cultural heritage and its environmental, social and economic challenges. The Society is one of Canada's largest non–profit educational organizations comprising more than 23,000 members from across the country. The RCGS is funded primarily by membership fees and donations. The Society's Board of Governors and its program committees are comprised entirely of volunteers.



Client: The Trebek Initiative

Agency: No Fixed Address (NFA)

Editorial: NFA Content

Transfer / Online: NFA Content

VFX: Alter Ego

Sound & Original Music: Atelier F / Yan Dal Santo

Media: NFA Media

Public relations: NFA PR