What’s the plan when people are tired of hearing about climate change? When moral appeals fall on deaf ears? When our heads have long known that things are on fire, but deep down we just want to live our lives? Our answer: The first campaign that turns the tables. It no longer asks what you can do for the climate – but rather what’s in it for you.
The city of Oldenburg is launching an unusually direct, benefit-driven climate campaign to combat “climate fatigue” – with a new narrative, a clear promise of benefits, and strong visual language. Coool implemented the campaign from concept to rollout.
Narrative & concept
Creative, design, copy
Media planning & roll-out
OOH & DOOH
Social media
Climate – finally tangible
For the broad mainstream, who are neither convinced climate protectors nor staunch opponents, the motto “We should do something for the climate” often applies. But this is unspecific, generalising and often fails due to the “attitude-behaviour gap.” The campaign translates the common train of thought “Climate, okay – but what does that mean in concrete terms, how do we make it happen?” into a call to action: “Climate 2035. Make it. Happen.”
“Oldenburg should remain a city worth living in, today and in the future – sounds logical, doesn’t it? An important point if we are to achieve this goal: Be concrete and start implementing it. The campaign ‘Climate. Make it. Happen.’ starts right there.”
Dr. katharina heidtmann, Climate protection department, City of Oldenburg
Campaign promotes digital climate portal
The call to action is an appeal from the city to itself. In two respects: firstly, to present its plan for climate neutrality in a way that is understandable and comprehensible to everyone. This is where many municipalities fail. The campaign is therefore primarily promoting the city’s climate portal, which was launched at the same time and does exactly this: making the climate protection plan, current progress, all measures, funding opportunities and activities transparent and accessible. This empowers and activates urban society to take action. The city can create the framework conditions, but society must implement the measures.
The landing page “Mach’s. Konkret. – Make it. Happen.” forms the link to the campaign. In this way, the climate portal and communication dovetail perfectly.
Reaching the mainstream: without narratives of fear or sacrifice
The good and the right can be praised all we like. We take note of figures, data and facts, but this does not result in action. Where is the personal benefit? This is still the main focus for the broad mainstream. We find this attitude legitimate and human, which is why we are focusing on this personal added value impulse in the campaign and using it as a lever.
It is precisely at this point that the campaign establishes a connection with the addressees, sympathizes with them, shows empathy for their thinking instead of trying to lecture them.
“It’s simply important that climate protection pays off.”
Portraits of likeable people from different age groups and milieus make advantages for the wallet, more flexibility, time savings and health with headlines such as “It’s totally logical that climate protection must bring advantages” or “It’s absolutely okay that climate protection must pay off” as a matter of course. In this way, they bring the goal of climate neutrality by 2035 into the city’s everyday life.
The 4 main motifs always combine portrait, headline and the “it item” plus stars and stickers, while a fifth motif brings all the it items together as a concentrated load.
Cool stuff: the it-items of the climate transition
We deliberately work with the desirability of consumer advertising and flirt with it – and make heat pumps, solar panels and green mobility really pop as the “it-items of the climate transition”. Spot on, with a touch of sparkle, a lot of fun, and no climate morality.
The campaign therefore goes a big step further than just being a launchpad for the climate portal. It already addresses the important topics of mobility, the heating transition and the energy transition, the major drivers of municipal climate protection.
The „100% positive“ promise
We set ourselves the goal of implementing consistently positive communication from the development of the narrative to the social media post. Because the briefing was clear: the campaign should not be a culture war, but rather build bridges and fill in the gaps. Not an easy mission in sometimes mined territory to establish a new culture for a new normal.
“No turnaround for the climate can happen without a turnaround in communication. We need new narratives that sympathize with people’s real concerns and show them that they can benefit – financially, in their everyday lives and with a view to their children’s future. This is no longer an either-or situation.
Tobias kollmann
It’s a win-win-win: for people, the economy and the planet.”
The social media activation
“We’re not here to tell you to hop on public transport more for the sake of the climate.”
On the city’s Instagram channel @stadt.oldenburg, the creators speak plainly: every Wednesday, Katharina Heidtmann and Tarek Kemper, both from the Climate Protection Department, get very concrete. And they don’t reveal why saving energy is important for climate protection. Why? Because we all know that already. But what they do reveal is how you can really save money and make your house or apartment fit for the future. Mayor Jürgen Krogmann makes it clear that the city is also taking a big step towards the digital future with the climate portal.
All over the city
The campaign is present in the cityscape with mega lights on the main thoroughfares, with public video at Oldenburg railroad station and in the large Schlosshöfe city center mall, as well as on numerous advertising pillars throughout the city. The city’s info screens at administrative locations with high public traffic are also used.
In the historic downtown area, where there’s hardly any advertising space, we’re using construction fences at sites where redevelopment is taking place
Present at the city’s most frequented locations: at the train station and in the city center shopping center
Credits: Jörg Hemmen, Ströer
The it-items and animations where created by the Stuttgart-based motion designer Iris Schwarz.
Climate protection needs accessibility
It’s worth taking a closer look at the climate portal. Developed by Wandel WerkStadt, it not only bundles all the information on the city’s climate protection plan, but also enables honest progress monitoring. Transparency is an essential basis for credibility.
It also shows where there is the greatest need for action and enables long-term planning. With the complete catalog of measures and its monitoring, it is possible to track exactly where progress is being made and where it is not. It forms the bridge to funding opportunities for private individuals and the economy. It is fully compatible with large-scale projects such as municipal heat planning (KWP). Participation and dialog formats can be integrated and communicated.
The landing page follows directly on from the campaign.
Examples of successful initiatives and projects provide positive impulses and invite people to participate and imitate them.
Campaign and PAGE magazine report on the campaign.