The coronavirus has taken attention away from the other most pressing issue of our times, climate change. As life enters a new normal, the need to address climate change is returning to the fore. The failure to act on it has taken trust in institutions to an all-time low. This has left people questioning what governments, companies and organisations are doing to fight it, how they take responsibility for, and are contributing to a more sustainable society.

Göteborg Energi, being a municipal energy company, is owned by the citizens of Gothenburg. For decades, the company has been working to make the city a more sustainable and better place to live in.

To underline its work and shift people’s perceptions about it, Göteborg Energi’s agency, Stendahls, decided to use what is at the core of being a municipal company; the strength of being a collective and the demand on openness and transparency. The aim of the outdoor campaign that resulted is to show that Göteborg Energi has the muscles to take action on a system level (and so releasing some pressure on the individual to solve the problem). By using a classic print advertising technique to gain attention –  seemingly controversial headlines – Göteborg Energi was able to talk about its initiatives in a simple and comprehensible way.