The first step was an advertising campaign that visualised the environmental impact of people’s signatures: restoring snow back on the Alps, water to dried-up lakes and growth to devastated landscapes. The purpose was to drive the target group to the climate manifesto website. (Media: pan-European print, TVC, online advertising and social media).The climate manifesto was explained and visualized on the website, and the visitor could sign the manifesto. Each signature was then represented by a small figurine, and all the figurines together formed a massive demonstration that travelled to the Vattenfall European markets, ending at the UN Climate Change Conference in Poznan in December 2008.

To date, Vattenfall has gathered 239,591 signatures.

Driven by traditional media, signatures were collected via the website, at live rallies and by text messages via cell phones. Each signature was represented by a figurine.After a press conference in Brussels on 30 September, over 100,000 figures were installed as a manifestation outside the European Parliament. Prior to this, a giant digital screen was mounted on a building outside the parliament, displaying the climate manifesto and the names of the people who had signed the manifesto.

The tour continued to Berlin, Hamburg, Copenhagen, Stockholm, Warsaw and finally the UN Climate Conference in Poznan, 1-12 December 2008. By the end of the conference there were over 200,000 signatures.To date, Vattenfall has gathered 239,591 signatures.