In the face of growing climate concerns, the City of Gothenburg has taken a monumental step forward by signing the EU agreement Climate Contract 2030, with the ambitious goal of reducing fossil emissions by a staggering 70% by the year 2030. At the forefront of this environmental transformation stands Göteborg Energi, a pivotal player committed to making this vision a reality.
The Need for Electrification
It's no secret that the path to a sustainable future hinges on the transition from dirty fossil fuels to cleaner, more environmentally friendly energy sources. In this regard, electrification is the key to unlocking a greener, more sustainable future. However, the road to electrification is not without its challenges, particularly in ensuring that electricity reaches the residents of Gothenburg in sufficient quantities to meet their daily needs.
The Silent Crisis: Lack of Electricity Awareness
One of the most surprising aspects of this challenge is that many citizens remain unaware of the impending electricity crisis. In various surveys conducted, this issue did not resonate as a prominent concern among the general populace. This lack of awareness posed a significant hurdle in capturing the interest of citizens in a complex, abstract issue that required not just understanding but also garnering their support and commitment to change their energy consumption behavior.
A Winning Solution
The road to addressing the electricity consumption challenge began with a well-crafted and innovative campaign, delivered through both bought and earned media channels. This multifaceted campaign was designed to educate and motivate the citizens of Gothenburg to reassess their electricity consumption practices in the context of climate change.
Additionally, the project also introduced a groundbreaking digital solution: a smart, user-friendly app that empowers residents to take control of their power consumption. This app equips them with the tools they need to make more sustainable choices in their daily lives.
The Remarkable Impact
The results of this integrated campaign and app launch were nothing short of remarkable. The citizens of Gothenburg not only embraced the message but also adopted the innovative app. Here are some of the incredible outcomes:
Over 200,000 App Users: The app found widespread acceptance among Gothenburg's residents, with more than 200,000 users. This indicates a substantial shift in consciousness and a tangible commitment to reducing electricity consumption in favor of the climate.
Increased Awareness: Through the campaign, the citizens of Gothenburg gained a deeper understanding of the critical role electricity consumption plays in the larger context of climate change. They not only comprehended the issue but also recognized the significance of their own contributions to a more sustainable future.
Tangible Behavior Change: Perhaps the most encouraging outcome was the actual shift in behavior. As a result of the campaign and the app's introduction, individuals started to make conscientious choices in their daily lives to reduce their electricity consumption, contributing to the city's ambitious climate goals.
In summary, the integrated campaign and the ingenious app launch in Gothenburg provide an inspiring example of how education, awareness, and innovation can drive tangible change. As the city works diligently to reduce its fossil emissions, it is clear that its citizens are not just passive observers but active participants in the journey towards a more sustainable and environmentally friendly future. The success of this endeavor demonstrates the power of collaboration, information, and practical tools in creating a greener, cleaner, and more hopeful tomorrow for Gothenburg and the world.
Advertised brand: Göteborg Energi
Do Less for the Climate
Headline: Do Less for the Climate
Copy Text: Less shopping, less meat consumption, fewer long-distance trips and smarter use of electricity
Media: Outdoor and Print
Advertising Agency: Welcom, Gothenburg, Sweden
Creative Director: Jonas Sjövall
Assistant Art Director: Sofia Andersson
Copywriter: Niclas Hallgren