How do you inform citizens about the increasing danger of pollution without it becoming “fearmongering”? By arousing curiosity through a powerful message that makes seeking further information desirable. We executed a campaign and a complementary website for the municipality of Copenhagen.
The Copenhagen Health and Care Administration wished for more attention about the sad fact that the air in Copenhagen is so polluted that it causes health implications which i.a. are to blame for approximately 460 copenhageners dying too soon.
That is what they wanted to be conveyed in a campaign with a complementary website.
Unfortunately, it turned out that an even greater health risk hit Denmark in 2020; that being COVID-19. Therefore, we changed the campaign from being a physical event to a range of digital messages that were conveyed in social media and features in the press.
Viegand Maagøe developed the campaign in close partnership with The Copenhagen Health and Care Administration.
The campaign talked about air pollution focusing on three main points:
The campaign lived primarily on social media and as stories in the press. 412.601 people has become acquainted with the messages on Facebook and Instagram, and there was seen great engagement in forms of Facebook-debates, comments and sharing of posts.
It was especially the many critical posts on Facebook which brought the campaign to life. It was here the municipality of Copenhagen got the chance to discuss air quality with the citizens and present them complicated facts that otherwise would be left out in another communications campaign.
The campaign site got over 6000 visitors and the quiz was completed by 1300 users.
The city posters were eye catching in the cityscape and especially if they were observed from bicycle, bus or car they conveyed the campaign’s messages nicely and that they were connected to the posts found on social media.