Mainland releases the energy of 500,000 people for St. Gallen
Becoming climate-neutral—but how? The St. Gallen Energy 2030 network is banking on the power of collaboration. The Festland agency, together with the canton and its partners, has captured the cooperative spirit of the St. Gallen Energy Concept in its communications.
The Paris Agreement, which Switzerland has also signed, obliges every canton to massively reduce CO2 emissions. This is easier said than done. The targets are ambitious, the timetable is ambitious - and unfortunately we humans are creatures of habit.
To overcome this inertia of behavior, the St.Gallen energy concept 2021-2030 not on regulations and prohibitions, but on the findings of behavioral economics. Specifically, the aim is to transform four psychological hurdles into positive forces.
So "I can't contribute anything" becomes "Everyone can contribute to achieving the goal", "I can't afford it" becomes "Measures are often cheaper than you think", "It's tedious" becomes "Uncomplicated solutions are available" and "The others don't do it either" becomes "There are many good and inspiring examples".
Building on this, the concept defines five priorities and 16 measures to achieve the climate targets in the canton of St. Gallen with its 500,000+ inhabitants. The measures will be implemented in close cooperation with leading partners from the energy sector.
A smart grid for communication
The communication surrounding the measures forms an integral part of the concept. The strategy that enabled Festland to win the pitch is based on the active involvement of both the lead partners and other key partners.
Similar to a smart grid, which ensures the intelligent connection of available electricity in the electricity market, the strategy harnesses the combined power of all partners. The resources are not invested in a central umbrella campaign, but in communicative networking, with the "St.Gallen Energy 2030" label as a trademark and the web portal Energy2030.ch as the linchpin of the dialog. The cantonal Green Day on April 22, 2022, which will bring the concept's measures to life in a series of partner events, also focuses on networking.
Many partners, one content flow
The power of cooperation should also be reflected in the web portal. The editorial team is made up of all the partners in charge of the concept. They create the editorial plan, produce the content in the form of blog stories and multiply the reach by sharing the stories in their media.
According to Festland, this joint content marketing would result in various advantages such as a balanced mix of topics, professional quality and diversity, higher frequency of publication and also less effort per partner.
Festland's Content Flow ensures the necessary unity in diversity. From the agency's point of view, this is a practical and proven method for using media in a strategic, efficient and effective way.
