Our work

Small changes pave the way for a climate-neutral city

ClimateBehavioral Change, Design & Strategy

What we did

Strategic framework
Two campaign waves
Out-of-home campaigns, velocom promotions, and online ads
Collaboration with local influencers
Pop-up help desk for questions

Target audience

Residents of Leuven who want to make sustainable choices but don’t always know where to start.

40,000

people reached through the campaign

4,000

conversations at the pop-up counter

1,258

Requests for advice and services

City of Leuven website →

Challenge

How do residents find the plan that's right for them?

Leuven aims to become climate-neutral by 2030. To that end, it offers a wide range of incentives, initiatives, and support. However, most residents couldn’t figure out how to get there. The information was scattered, complex, and not very visible. Meanwhile, the clock was ticking toward 2030. How can you ensure that Leuven residents not only know that help is available, but also actually take advantage of it? After all, no Leuven resident would want to miss out on a little extra help for a facade garden, a cargo bike, or a renovation grant.

Result

Two campaign phases with one clear message

We brought these initiatives together in a campaign: “That’s the good life.” Sustainable living is closer than you think. The summer focused on green, visible actions for facade gardens, trees, and shared cargo bikes. The winter campaign focused on renovations and energy-saving measures. Using a broad media mix, local influencers, and a pop-up information desk, we brought support directly to the people. The result: greater awareness and wider reach.

Approach

A campaign that resonates with people

We started with the basics: a strategic exercise that involved both city departments and residents. After all, a campaign only works if the message is right and the right people are reached.

Two waves

Then we rolled out the campaign waves. We opted for a broad approach to reach as many people as possible: out-of-home campaigns, velocom promotions, and targeted online ads on Google, Facebook, and Instagram. We also partnered with local influencers to reach groups that we wouldn’t be able to connect with otherwise.

“Concrete” and “close to home” remained the key words. With the temporary service desk right in the city center, we literally brought support to the people.