Creative Gallery on Sustainability Communications

 

 
"Sustainability Weeks" For Austrian Ministry of Agriculture, Forestry, Environment, and Water Management
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Context

Austria is currently experiencing a transitional phase. Products that offer a significant plus in terms of resource efficiency and/or social equity are slowly emerging from their niche into the mass market. Government decided to support this positive dynamic by launching a public awareness campaign.

Philosophy/Solution

To promote a limited number of specific products that favour a more sustainable lifestyle. A month-long public-private promotion gathered competing retailers, local producers of sustainable goods, and fair trade associations. The preferred method was point-of-sale communication through posters and a campaign-specific sustainability label, supplemented by an online database on product details and local outlets. The effort was supported by a number of state-sponsored public relations events.

Results

Consideration of sustainable products among the most important household deciders, women, grew by 13%. At the same time, producers and retailers benefited as sales of targeted goods climbed. Seen as a success by all participants, the campaign was repeated in 2005.

Title"Sustainability Weeks"
Original Title"Nachhaltige Wochen"
AgencyAgentur Tragner
CityVienna
AdvertiserAustrian Ministry of Agriculture, Forestry, Environment, and Water Management
Sustainability Themes Food
Date of First Publication 01/01/2004
Country of ProductionAustria
LanguageGerman
TypePrint
TaglineThat’s the way to do it. Sustainably.
Original TaglineDas bringt’s. Nachhaltig.