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.

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.

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.