Creative Gallery on Sustainability Communications

 

 
"Spanish Campaign on Sustainable Development" For Spanish Ministry of the Environment
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Context

Sustainable development is an abstract and scientific term that needs to be filled with clear content in order to make it more tangible for the wider population.

Philosophy/Solution

To present sustainable development as a holistic perspective on the environment. Natural resources were presented as valuable and scarce, explaining the necessity for responsible management, equitable allocation, and the preservation for future generations. The messages on such diverse issues as climate change, water management, coastal preservation, and noise reduction was interspersed with past successes and positive associations in order to maximize popular appeal.

Results

In 2005, after three consecutive years of campaigning, recall was polled at 71%, and 25% of respondents pledged to change their behaviour. A positive result for a campaign whose primary purpose was not to educate, but simply to build awareness.

Title"Spanish Campaign on Sustainable Development"
Original Title"Campaña de comunicación sobre desarrollo sostenible"
AgencyLowe et al.
CityMadrid
AdvertiserSpanish Ministry of the Environment
Sustainability Themes Sustainable Development, Climate Change & Atmosphere
Date of First Publication 01/01/2002
Country of ProductionSpain
LanguageSpanish
TypePrint
TaglineWhat we are doing together means the world
Original TaglineLo que estamos haciendo juntos significa un mundo