EUROPEAN COOPERATION FOR SUSTAINABILITY

EMPOWER is a partnership between several European cities to enthuse people to choose sustainable transport. The city of Enschede plays a leading role in this, working together with the cities of Helsinki, Manchester and Gothenburg. Connections are also being sought in other European countries. The project is part of Horizon 2020 of the European Union.

To encourage people to opt for sustainable transportation more often, EMPOWER uses, among other things, an app that allows users to earn sustainability points. By traveling sustainably you receive discounts at various online shops that participate in the initiative. EMPOWER engaged C4Real to activate the target group.

Share your challenge?

Get in touch

Cultures and infrastructures

For two years, C4Real created various visual expressions for EMPOWER to bring the project to the attention of the target audience. Because this was a new concept, it first needed to be explained properly. It was also added that sustainable travel works differently in each participating city. Milan and Helsinki, for example, are not only miles apart, but the culture and infrastructure are also different. So the big question was: how do you properly convey EMPOWER's overarching message so that every target group in every country can identify with it?

Municipality of Enschede EMPOWER in focus

Deliberate strategy

It started with a general film explaining exactly what EMPOWER is and what you can gain from it as a target audience. C4Real then went to all the participating cities to release and pass on the stories per community. By communicating the cases per city in a very structured way in films, you also make it possible for viewers to start working with them in their own city. We used this strategy very deliberately, because it really has to be more than just 'show and tell'. We want to give the target group concrete tools to become an active part of EMPOWER themselves.