The Dutch climb for a better climate

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The Dutch climb for a better climate!

• Directorate Communication
• Arend Timmermans

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New Energy for the Climate Policy

• A 30 reduction in the emissions of greenhouse
  gases by 2020.
• Doubling the level of energy efficiency up to 2
  per annum.
• Increasing the proportion of renewable energy
  sources up to 20 by 2020.

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Nederland gaat voor een beter klimaat
Arend Timmermans 8 april 2009
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The wind of sustainability gushes through the
Netherlands...
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Our goals

• Placing (and keeping) the climate on the
  political and social agenda.
• Make use of the moments
• Increasing the level of knowledge of civilians
  on the subject of energy efficiency
  energy-saving benefits both the environment and
  the wallet.
• Joint approach companies, the government and
  society.
• Be good and tell it!

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Cooperating with different parties
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Make use of the moments
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Initiatives
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Here Climate-campaign

• 40 Organisations working together for a better
  climate (WNF, greenpeace, Flying docters, Red
  Cross, Oxfam Novib etc
• Goverment gives support financial and by working
  together on project
• Example Streetparties (final 16 mai 2009)
• Eyenergy-saving benefits both the environment
  and the wallet and can be fun
• http//www.klimaatstraatfeest.nl

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Campaign The Dutch climb for a better climate

• Make visible what is already taking place now.
• Inspire others draw from positive innovations,
  initiatives and examples.
• Tempt others to act and to ask themselves how
  they can contribute even more.
• The government acts a catalyst
• Movement from target group to participant
• Cooperate and attune

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From target group to participant

• Civilians
• Young people and children
• Companies (front runners, trendsetters)
• Authorities
• Both national and local

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Using a wide range of media outlets

• TV commercial
• Radio commercial
• Online
• Advertisements
• Free publicity

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TV commercial
TV 2 commercial
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Online strategy

• Generating online traffic (optimising search
  engines and linkage, online PR)
• Optimising the website (web services)
• Spreading material online (ambassadors, climate
  movies, climate competitions)

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Website

• www.beterklimaat.nl

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Website
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Hyves (sort facebook)
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Whats next campaigning

• Light Energy-saving campaign together with
  producents and retail
• (80 of the market)
• Housing campaing saving energy and money at home
  through isolation, sun-energy on the roof etc
• Local goverments working on and campaign for
  climate neutral cities
• Goverment only sustainable bay (creating a new
  market)
• And Copenhagen!

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Whats next? To Copenhagen

• Placing it on the political en social
  agenda
• Creating media moments (train, rathenau forum)
• The youth (18-25 year) goes to Copenhagen!
• Working together with other organisations

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Copenhagen december worldwide
communicationstrategy?
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