BIOGASSYS Concept plan for public outreach Malmö City biogas campaign

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1 BIOGASSYS Concept plan for public outreach Malmö City

2 2 (5) Background In the BIOGASSYS project a larger is outlined in action 4.3 is pointed out. This Concept plan for public outreach describes how the will be carried out between the year of The purpose of the action 4 in BIOGASSYS is to increase the consumption and demand for in the Skåne Region. The knowledge on as an alternative fuel among the general public is not unexisting but still low. Therefore ing and marketing activities are crucial to increase the awareness of the environmental and economical benefits might bring as an alternative vehicle fuel. As described in the action 4, a larger outreaching public will be planned and performed within the project. The will be focusing on Malmö, the largest city in the region, and will be connected to other larger events in the city. There will be possibilities to attend mini-seminars and test drive fuelled vehicles. The in Malmö will focus on that is an available technique already today that dramatically decreases the environmental footprint from a car. To reach a wider audience it is crucial to involve the media. Therefore some kind of event will be planned that could create media attention, for example a car race in Skåne with local politicians. We will also evaluate the possibilities to advertise in selected media channels for increased efficiency. Goals & evaluation The overall purpose of the BIOGASSYS project is to demonstrate the potential of to become a major contributor within the energy mix of Europe; hence an outstanding resource for mitigating GHGs, contributing to the 2020 targets and the commitments under the UNFCCC Kyoto Protocol, as well as to sustainable development considering the triple bottom line of economic, social and environmental aspects. The project falls within the scope of LIFE+ Environmental Policy and Governance, Area Climate Change, Priority Area One, and within the scope of associated Swedish national priorities. With the aim to encourage decision makers, entrepreneurs and other stakeholders in the EU to increase the production and consumption, BIOGASSYS will demonstrate a sustainable system and provide solutions and best practices that can be used to overcome critical stages of the life cycle The aim of the WP4.3 Biogas is to reach out to the public in Skåne s largest city Malmö with almost inhabitants. The citizens in Malmö will be informed on the beneficiaries with and possibility to use as a clean vehicle fuel already today. This will lead to a larger acceptance and knowledge on in Malmö which will increase the use of in the city.

3 3 (5) Indicators of progress There have been three general indicators identified that will help us to evaluate the result of the Biogas connected to the other activities in the BIOGASSYS project. 1. Number of people in the public reached by activities in the 2. Number of test drives by the public of the fuelled cars 3. Number of people positive to use after a visit at the public events All these indicators will be monitored and evaluated to see which activities that have been most beneficial in the end of the project. Target groups The have a very broad target group; all citizens in Malmö that could utilize as vehicle fuel or for other activities. However we need to break down this very large target group into smaller sub groups to identify which target groups that are prioritized but also to see how we could reach them most efficiently. This target group analysis will be done in a Stakeholder analysis that will be done in close cooperation with the other project partners involved in the BIOGASSYS WP4; Biogas Syd and E.ON. Strategy The communication activities in the will primarily be connected to other events in the Malmö area. By connecting activities to already existing events we do not need to attract people to attend events but rather reach out to target groups that otherwise would be hard to attract to a event. Examples of these events that could be used are: European mobility week The Malmö City festival The train of ideas Electric vehicles Malmö launch Earth hour Beside the larger events a number of mini-seminars will also be arranged on during the. These events could either be stand-alone events or seminars connected to other existing events. One example of interesting events that we could connect mini-seminars to is business exchange meetings when local companies and entrepreneurs are meeting up for exchange and networking. In parallel similar networks exists for

4 4 (5) many other activities that could be related. At least one event every year will be conducted connected to the. Test drivers An important way to reach out to the public with the message that is a viable option already today is by offering test driving of vehicles. Test driving of vehicles will be offered at several occasions during the. Both the City of Malmö and other BIOGASSYS project partners as well as car traders have vehicles available for such activities. Recent research within environmental communication gives that rather than handing out information to the general public and hoping that they will turn that into knowledge and change their attitudes towards into more positive one and then buy a car, we should provide test driving of vehicles. By driving a vehicle the drivers will notice that the technique is working, and by actually driving the car they will probably gain interest on and learn more about it which will increase the acceptance and create more positive attitudes to as a vehicle fuel. There will also be digital and printed information material produced within the that could be provided for the test drivers to read before and after. Biogas event At least one larger event will take place during the. Since media is perhaps the single most important way to reach out to the broader public this event should preferably be stand-alone to not be drowned by other events competing over the same media coverage. This event could be a vehicle race through Malmö. To display the carbon efficiency of it could be compared to other fuels by for example racing between cars fuelled with the same amount of CO2, the car that reaches most far is the one running on the most carbon efficient fuel. To gain media attention to such an event it will need to take place on a spot where is is affecting many people, preferably in the city centre. It should also included some kind of local celebrities from either music, show business or perhaps politics. Another possibility is to connect the event with activities displaying hydrogen fuelled cars and electric cars to display the citizens the future vehicle mix of the city. Messages The messages that will be communicated during the are as following: Biogas is good for the climate Biogas is an option already today

5 5 (5) Activity plan Also to be found in WP4 Plan. 4.3 Participate in one November 2010 First version of December 2010 Concept plan for public outreach for 4.3 Mini-seminar on Spring 2011 Non-technical June 2011 information material to 4.3 Participate in one November 2011 Launch of Malmö February 2012 City Mini-seminar on Spring 2012 Campaign Planning April 2012 Final Concept plan for public outreach Participate in one November 2012 Mini-seminar on Spring 2013 Outreach Spring 2013 Evaluation of October 2013 Participate in one November 2013 Mini-seminar on Spring 2014 Participate in one November 2014 Final conclusions Spring 2015 Evaluation report September 2015