Hormone disrupting chemicals put human reproduction at risk. In Denmark, sperm count has decreased by more than half. Almost every tenth child is conceived by artificial insemination and girls enter puberty one year earlier than just one generation ago. The danish supermarket chain Coop wanted to change this, but they couldn’t do it without the help of 179 preoccupied members of the Danish Parliament. But how do a supermarket chain succeed in the almost impossible task of getting this important issue on top of the busy politicians agenda?

We created the Unignorable Bill, the worlds’ first pre-made proposal for a bill against hormone disrupting chemicals. With help from political experts and leading scientists we drew up the bill and then used personalized twitter videos, geo-targeted outdoors and the pressure of the danish people in order to make it impossible for the politicians to ignore it.

The strategy was to make it as easy as possible for the 179 members of parliament to take action, and at the same time make it impossible for them to ignore the bill.

This was achieved by collecting all of the parliament members email addresses, and then creating a powerful tool where the danes could voice their concerns directly to the the people in charge via a micro-site. When signing the online petition, personalized e-mails were automatically sent directly to all members of parliament, with a clear message that the law needed to be changed.

We kicked off the campaign on social media with a strong film that 'educated' the danish public about the shocking effects of hormone disrupting chemicals.

Then we empowered the worried danes to speak directly to the politicians via the micro-site.

To amplify the peoples pressure, we also created 179 personalized films targeting the politicians on Twitter. And to strengthen the pressure even further, we also surrounded the Parliament building with outdoors for the whole duration of the campaign.

· A bill against hormone disrupting chemicals passed in Parliament

· 450% higher engagement that average among the public

· 2.7M views (5.7M population in Denmark)

· Earned Coop 'Most Sustainable Brand 2018', according to the danish consumers

· Personal letter from the Danish Minister for Environment and Food

The campaign got hundred of thousands of Danes involved in the problem with hormone disrupting chemicals with an engagement rate 451% above the benchmark. More than 20.000 shared their concerns with the politicians through the campaign site. And the combination of people’s micro-lobbying, the 179 personalized e-mails, the 179 unique videos on Twitter and geo-targeted outdoor posters quickly and effectively gained the politicians' attention. So effectively that politicians from left to right queued up to praise and support the bill on national media during prime time.

Coop earned the title as Denmarks “Most Sustainable brand of the Year” according to Sustainable Brand Index.

And with a letter from the Danish Minister for Environment and Food, thanking Coop for bringing the Unignorable Bill forward, we proved that sometimes it pays off to target the few, through many, to make a difference for every one of us.