At the DI Summit 2022, the employers' and business organization presented its ambitious proposal for a greener future for Denmark. We were involved from start to finish and were responsible for both developing the plan and a major communication effort.
In the midst of a raging energy and supply crisis, the Confederation of Danish Industry wanted to show the way to a greener future.
The task of preparing a concrete plan with a focus on action fell to Viegand Maagøe. This resulted in “100% green energy by 2030”, which was presented at the DI Summit 2022 in September.
We had previously helped develop the “Green Society Contract” for DI. It was presented in May and aims to bind authorities, decision-makers and the business community together in a joint effort to increase the pace of the green transition.
DI wanted to build on that proposal to show the way from a declaration of intent to action with a more action-oriented plan.
The plan was to make the various actors – authorities, decision-makers and the business community – understand their role and how quickly things needed to move. And most importantly, it should show a viable path so that actors can move towards the green transition with renewed execution power.
We assembled a team with expertise in, among other things, energy infrastructure, natural and biogas and offshore wind, as well as deep insight into government processes, the political issues for the green transition and technological development.
After initial research of previous publications, proposals from other actors and government decisions, a plan was proposed with 3 tracks and one overall goal that Denmark should supply itself exclusively with green energy by 2030.
The 3 tracks consisted of 26 specific initiatives, which together form a roadmap for what needs to be initiated and when.
We sparred continuously with DI, but otherwise had free scope to define how the plan should be designed and how it should be built.
“It was fruitful that Viegand Maagøe had both the deep insight and professional competence in relation to the green transition, but at the same time could also act on the communication tasks. This provided good synergy,” says Lars Liebst, head of events and campaigns at DI.
In parallel with the development of the plan, a communication track ran, where we worked on a strategy to ensure the greatest possible impact. This applied both to the 2,000 business people, politicians and other decision-makers at the summit, but also in the traditional media and on social media.
The goal was materials and an effort that made the complicated material easy to decode without simplifying it, and that they should also show a path to the green transition in a constructive way. The materials should enable the recipients to understand the scope and the different steps in DI's plan.
We prepared:
The communication work took place across the company in close collaboration with the departments and employees who had developed the plan, to ensure a credible and correct interpretation of "100% green energy by 2030".
The plan and communication materials can be viewed at danskindustri.dk
Front page
Time line
Information about green electricity
Infrastructure information
Infrastructure expansion timeline
Infrastructure information