Turning heads and starting conversations

TV 2 Denmark put climate change on the agenda through an untraditional and engaging campaign.

Contributor

In collaboration with –TV2 CREATIVE

Many people have become desensitised to climate change reports and images of melting icebergs. As one of the largest public service broadcasters in Denmark, TV 2 felt an obligation to find a new way to engage Danes in the conversation.

They turned to a Danish design icon: the Copenhagen bench. To match the UN Climate Report’s estimated sea level rise for the year 2100, they created 15 benches from upcycled metal and recycled wood, all elevated by 85 cm.

A copper plaque on front of the bench reads:

Flooding will become part of our everyday life unless we start doing something about our climate. According to the latest UN Climate Report, sea levels are expected to rise up to 1 metre before 2100 if global warming continues.

Placed at central locations in Denmark’s largest cities, the campaign went viral in national and international media and achieved a reach of 370 million.

The goal was to create an untraditional campaign that would make the Danes talk about climate change and the fact that we are all responsible for changing course. To change consumer behaviour, they first needed to raise awareness of the situation and re-engage the public in the climate change narrative.

Research shows/states that the campaign made 1 out of 3 Danes talk about climate change.

Even more importantly, it made 8 out of 10 Danes agree that we all have a responsibility in changing course, something that is critical in moving towards a more sustainable future.