Advertising, Social Messaging A multifaceted campaign that motivated citizens to change their electricity consumption practices.
"We don't just need to do more to save the climate; we also need to do less. Less driving, less meat consumption, fewer plastic packages, and fewer long-distance trips." - Eric Zinn, Sustainability Manager at Göteborg Energi.
When the City of Gothenburg, Sweden signed the EU Climate Contract agreement, they committed to reduce its fossil emissions by 70% by 2030. To make this vision a reality they made their city-owned energy company, Göteborg Energi, a pivotal player.
The company recognized that electrification is a key to unlocking a greener, more sustainable future, but their research showed that people needed to understand that using less energy was perhaps even more important.
So the energy company turned to an integrated communications campaign to help people to understand the implications of electricity consumption. The messages were delivered through both bought and earned media channels. The campaign also promoted a downloadable app that empowers residents to make more sustainable choices in their daily lives.
Before and after surveys reveal that perceptions did change, and more importantly, so did behavior.
