Campaign period was based on the period of the Danish general election in 2015, and the campaign was ready for launch when Helle Thorning-Schmidt, former primeminister, would start the election.

We did not want to moralize or talk the other topics in the general election down, but it was important to put the green issues in perspective to make it understandable and relevant.

The political mudslinging election as driver.

During a general election people, the media and politicians understand that a election campaign has its own rules and mechanisms, and that we as a spectators and participants know that politicians promises are easy to make, and that the quest for popularity and attention stop at nothing. We see politicians throwing mud and the media dig through politicians appendix' and tax.

We divided the campaign into two media strategic phases:

Phase 1: Create awareness by launching alternative election posters.

Phase 2: Social media strategy during the election campaign with the aim to introduce a number of green issues in the political debate and get the politicians to commit themselves.

The idea was that the two phases could open for a follow-up dialogue with the politicians after the general election.

Besides a ROMI of 4.2 we created massive awareness about green issues and turned a budget of 150.000 DKK to a PR value of 5.000.000 DKK.

We got the climate on the political agenda and went from an election campaign start without green issues on the agenda to an increase of green issues in the media and debates.

Six parties committed themselves to creating more untouched forest. Two parties promised to allocate 100.000.000 DKK to creating more untouched forest. The new government wrote biodiversity and untouched forest into the new government platform.