The climate issue is at its peak worldwide. People are being asked to do this for the climate, to do that for the climate. Swedish energy company, Göteborg Energi, is asking Swedes to do less for climate.

The campaign by Welcom, is currently running in Sweden as full page ads in print media, plus outdoor, digital and social media.

Of course, the meaning behind the banner is for people to lower their energy consumption associated with travel, food, clothing…

The new campaign extends the brand’s Sustainable Together platform.

“Over the past year, many have significantly reduced their electricity consumption. We think that’s great, but citizens and businesses need to continue to modify their electricity habits and rethink habitual behaviors in everyday lives,” stated Anette Myrheim, communications director at Göteborg Energi.

“We don’t just need to do more to save the climate; we also need to do less. Less driving, less meat consumption, fewer plastic packages, and fewer long-distance trips, for example,” added Eric Zinn, sustainability manager at Göteborg Energi.

“In every choice, we must be a bit wiser and smarter, think differently, or simply refrain. For Gothenburg to achieve climate neutrality by 2030, more people must do less,” noted Joakim Brinkenberg, senior account director at Welcom.