Biodiversity conservation is a major issue that affects us all. However, few people are aware of its significance and the role they can play. Which is why the Belgian Federal Government launched a massive awareness campaign targeting both the general public and businesses.
Objectives

• Encourage consumers to choose products and producers that are more biodiversity-friendly.
• Raise awareness and help companies to undertake a voluntary approach to preserve biodiversity.

Target audiences
  • Belgian consumers
  • Belgian companies
Themes
Devices


One strategy, two communication axes

As a first step, Switch started by working with DG Environment on a three-year communication strategy. We teamed up to redefine the objectives, the messages, the communication axes and then translate them into a concrete action plan.

This strategy includes two axes: the main strategic axis was to address the companies by inviting them to be more accountable and involved and highlighting the fact that the consumer will see this proactive stance as something positive. As for consumers, communication is based on the recognition of the shared responsibility of public authorities, companies and consumers in going beyond a discourse that is solely based on individual actions.

A website as the campaign’s hub

The campaign unfolded in three phases to the two audiences. A ‘hooking phase’ was followed by an awareness phase and then a mobilisation phase.

For budgetary constraints, the strategy was mainly web-focused. The campaign website served as the meeting point for these different audiences. The various tools developed during the three stages all pointed in the website’s direction.

Discover the website : bebiodiversity.be

Videos to draw attention

The campaign launch began with the broadcasting of a series of videos aimed at drawing attention to the campaign by promoting bio-empathy (emotional lever) and interest in biodiversity (rational lever). The videos highlight the ecosystem services provided by biodiversity in an offbeat way.

 

Foster understanding through animation

In a second phase, we created 5 informative animated videos aiming to foster the understanding of our shared responsibility in protecting biodiversity. The idea here was to get the public to make a connection between everyday consumer products and the consequences they can have on biodiversity.

Quel est le lien entre le smartphone et le gorille ?
Quel est le lien etre le sushi et la tortue ?
Quel est le lien entre cette bouteille de shampoing et le fulmar boréal ?
Quel est le lien entre la pizza hawaienne et le hêtre commun ?
Quel est le lien entre le ficus et le hérisson ?

Videos to give pioneers more exposure

The third and final phase highlighted the initiatives taken by Belgian companies pioneering in biodiversity. The aim was to encourage other companies to follow suit and to get consumers to stimulate the commitments made by these companies.

The Switch team understood our messages and our expectations and was able to turn them into a reality. They gave us the right tools, quality work and

– Salima Kempenaer, Federal Public Service for Public Health, Food Chain Safety and Environment

Team

Project Managers
Antonella Lacatena
Valérie de Halleux
Maryse Williquet
Concept & Strategy
Antonella Lacatena
Quentin Ketelaers
Design & Visual identity
Simon Marchal
Video Spots
Jerome Guiot & Maxime Pasque (direction)
Pascal Oberlin (editing)
Roland Voglaire (sound recording)
Motion design videos
Antonella Lacatena (storyline)
Squarefish (animation)
Lorris Gisana (sound design)
Pionneers videos
Allan Wullus (framing and editing)
Valérie de Halleux (interviews)
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