110% grønt Danmark

The Danish Social Liberal Party (Radikale Venstre) wanted to set the agenda with an unusually ambitious climate proposal. The brief was to make sure it got maximum attention, and to push an entirely new agenda: a Denmark that is climate-neutral by 2040 – ten years early – and that in time removes more CO₂ than it emits. In other words, more than 100%.

As head of press, I came up with the proposal's title: 110% grønt Danmark (‘110% Green Denmark’). I handled pitching to as many outlets as possible and ran the central press conference. I also devised the image that would carry the proposal: the party's deputy leader, Martin Lidegaard, in his Sunday best, standing waist-deep in the lake in Østre Anlæg park as a symbol of rising sea levels.

A front page and a major article in Berlingske, plus extensive coverage across platforms, including live broadcasts on the main TV channels, Altinget's live coverage, Energiwatch, CTwatch and Instagram.