Ingen bildrubrik

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• The Swedish Climate Campaign
• part of Swedens climate strategy
• Jessica Cederberg Wodmar
• GSN Annual Meeting 2006 Riga

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• The commission given by the
• Swedish Government
• Collaboration with public authorities, local
• councils,trade and industry and voluntary
• organisations.
• Target group The Swedish population, 9 million
• Period 2002 2003
• Budget 3.3 million euro per year
• Based on facts from IPCC
• Based on a national platform for communication

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• The aims of the Climate Campaign
• Increased knowledge of the causes and effects
• of the accelerating greenhouse effect
• Increased knowledge and changed attitude
• towards individual influence in reducing
• emission of greenhouse gases
• Higher acceptans for governmental means of
• control

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• Keys to a successful campaign
• Clear goals
• Profound research and analysis
• Broad collaboration
• Integrated communications

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• Research and analysis
• Analysis of climate arena

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• Research and analysis
• Media analysis

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• Research and analysis

• Future analysis
• Analysis of other society
• campaigns
• Experiences from other
• countries

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• Research and analysis
• Analysis of target group
• What do I know?
• What do I feel?
• How do I argue a case?
• Whom do I trust?

Qualitative and quantitative studies
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Climate elite
Communication target group 5 million people
Uninterested
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• Collaboration on the campaign
• 3 levels of collaboration

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• Integrated Communications
• Common platform

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• Integrated Communications - channels

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Results Goal To increase knowledge among the
general public regarding the causes of the
greenhouse effect Fossil fuels causes greenhouse
effect
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Results Goal To increase knowledge among the
general public regarding the effects that the
accelerating greenhouse effect can have Warmth,
higher temperatures, warmer climate
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Results Goal To increase knowledge among the
general public regarding the effects that the
accelerating greenhouse effect can have Do you
think were already effected by greenhouse
effect?
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Results Goal Higher acceptance for means of
control Voluntary actions Gouvernmental
means of control
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• Results
• Change in media scenario
• Large number of articles generated by the
• campaign
• Minimal debate on humans influence on climate
• change
• Climate issue brought down to a practical and
• understandable level
• Focus on solutions

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• What has happened?
• decreased knowledge about what to do yourself
• more people think that they are affected today
  by the greenhouse effect
• decreased knowledge about where greenhouse gases
  originate from
• increased numbers of people who wants to take
  action
• media does full reports all the time
• Want to know more?
• Jessica Cederberg Wodmar
• Jessica.c.wodmar_at_naturvardsverket.se