Finland: Down a Degree

Target audience: The campaign targeted all Finns at home, at work, and in educational institutions. Non-governmental organizations, municipalities, and businesses were also encouraged to save energy and share relevant energy-saving tips with their employees and stakeholders. 

Prior to the launch and throughout the campaign, communications materials were tested to assess the effectiveness of the messages, the call to action and the visual design. A survey was carried out to monitor the citizens’ perception of energy saving advice every five weeks, as a part of a broader survey conducted by the government.  

Objectives and message: The campaign encouraged households to change their energy and electricity consumption habits to reduce the overall energy demand. The main message of the campaign was “Down a Degree. So that there will be enough energy for all of us.” The message focused on a collective commitment and was supported by the involvement of a wide range of companies, organisations, communities, municipalities, and associations operating in different sectors to perform energy-saving actions as part of the campaign. The message of the campaign was encouraging and straightforward; it aimed to speak to everyone in a motivating and unifying way. It emphasised that saving energy could help combat an external threat posed by Russia. The actions promoted by the campaign were clear and easy to implement.  

Resources: The campaign funding came from a number of sources, namely the Energy Authority, the Ministry of Economic Affairs and Employment, the Ministry of the Environment, the Prime Minister’s Office and the Finnish Innovation Fund Sitra. The project was coordinated by the state-owned sustainable development company, Motiva, which mobilised the necessary networks, ready-made structures and operating models for extensive campaign work. The Energy Authority’s energy work programme, as well as the national Energy Saving Week, formed a well-positioned platform with strong expertise for campaign work. Motiva’s core team included four communications and marketing experts and two energy experts. From the planning stage, Motiva’s national advice service and regional energy advisers acted as support for the “Down a Degree” campaign.  

The most important lesson: Having an established a functioning basis for energy saving communications and advice was key to the success of the campaign. The long-standing cooperation between the Ministry of Economic Affairs and Employment, the Energy Authority and Motiva on the issue of energy savings created a unique platform and operating model that was leveraged during the energy crisis.  

The decision to invite other partners to participate in the campaign proved to be a crucial success factor. Additionally, having sufficient funding and human resources dedicated to the campaign was also essential. The campaign narrative was strongly connected to Russia’s war on Ukraine and the ‘toughness’ of Finns in the face of the aggression, which made it possible to build an emotional message.