The most important result is the 239,591 signatures – a massive amount of individuals who support the climate manifesto and motivate decision makers to drive change.•40% have seen the campaign, (Sweden: 43%, Finland: 40%, Denmark: 40%, Germany: 39, Poland: 42%).•A majority think the message is very/slightly credible for Vattenfall (S: 67%, F: 80%, D: 67, G: 65, P: 90%), and very/slightly new in comparison to what other energy companies do (S: 68%, F: 76%, D: 84, G: 77, P: 84%).

•Over 50% became interested in Vattenfall and its environmental efforts. (S: 55%, F: 61%, D: 63, G: 63, P: 84%) •There were 2,193 comments on Vattenfall.com/climatesignature

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.

We all contribute to climate change by adding CO2, but there is a hopeless feeling that we cannot do anything about the problem. We need to make a necessary change that we and future generations can benefit from. Therefore Vattenfall created the climate manifesto, a tool for people to drive real change.

The strategy was to drive interest through advertising and collect signatures via the Vattenfall website. All signatures were then exhibited symbolically as figurines at places where the most important decisions are taken: in Brussels, the capital cities of the Vattenfall markets, and at the UN Climate Change Conference in Poznan. And by that, the message was sent drive necessary change.The objectives were to collect 100,000 signatures and position Vattenfall as a trustworthy energy company. The primary target group was the general public and customers, and secondarily decision makers and international opinion influencers.