Media coverage about allotment makes CO2 reductions in households

Reference: The Danish Energy Agency

How do you spread news about a new allotment for household projects that save energy? With massive coverage in the media.

Viegand Maagøe is responsible for press and web communication about the “Bygningspulje” (Building-pool) for The Danish Energy Agency.

How we completed the assignment

The Danish Energy Agency wished to spread the message about the “Bygningspulje”. The allotment supports projects with the aim to save energy in households as a part of the goal to reduce CO2 emissions with 70% in Denmark by 2030. Viegand Maagøe was responsible for a range of different tasks regarding the launch of the pool:

  • Press
  • Newsletters
  • Web communication
  • Phone counseling for citizens

When handling the presswork, we combined our experience with minister press, user communication and data-driven communication. We produced i.a.:

  • Minister PM for Dan Jørgensen
  • User news for The Danish Energy Agency
  • 5 versions of PM based on region and motion graphics for SoMe

We combined technical knowledge and experience with climate communication to develop a calculating tool which gave the homeowners an idea of their allotment opportunities – and to find and tell the good stories about the allotment in the press. We contacted a long range of different newspapers’ editorial boards with local news for them to put out.

Reference: The Danish Energy Agency

Contract period: 2020 -


The ”Bygningspulje” was almost too successful when The Danish Energy Agency got more than 17.000 applications in a few weeks. It was in fact way more than the money from the allotment could cover in the first round of the pool.

The success was not least due to the massive coverage of the pool in the media.

Approx. 400 features in the media in 14 days


5 features on national TV news
7 stories in national newspapers
4 stories in TV2 regions
Features on most P4 stations

The pool received i.a. good exposure in TV2 and other media because Viegand Maagøe at short notice released a calculation of the CO2 reductions if everybody were to replace their oil and gas boiler with heat pumps.

Viegand Maagøe continues to communicate about the allotment for The Danish Energy Agency to ensure awareness and align expectations with the citizens.

Global Goals

The project contributes to the 17 Global Goals for Sustainable Development:

SDG 7 ’Affordable and Clean Energy’
Ensure access to affordable, reliable, sustainable, and modern energy.

SDG 8 ’Decent Work and Economic Growth’
Promote inclusive and sustainable economic growth, employment and decent work for all.

SDG 11 ‘Sustainable cities and communities’
Make cities inclusive, safe, resilient, and sustainable.

SDG 13 ’Climate Action’
Take urgent action to combat climate change and its impacts.


Do you want to know more about the project and what we can do for you? Please, contact us.

Jakob Volf

Jakob Volf

Senior Adviser, Journalist

Mobil: +45 31 75 17 17