This week, 30 May to 3 June, is the biggest occasion to debate and discuss European environmental policy and how we can all ‘invest in a greener future’. ICF Mostra is involved – for what is possibly the 10th year in a row – in helping the Directorate-General for Environment make Green Week a success. But this year, Green Week has changed.
This is the first year Green Week is a decentralised event that will take place in several different cities, including major events in Ljubljana, Amsterdam, Brussels and Vienna, plus there are partner events in cities across many Member States. Green Week allows EU citizens to debate and discuss European environmental policy in person or on online forums and via Twitter chats, and each day of the week has a different theme. To highlight these themes, ICF Mostra created five comical clips targeted at a young, social-media friendly audience. They are both subtle and sharable. Watch the following videos to see for yourself: Let’s invest in our cities; Let’s invest in our countryside; Let’s make the investments happen; Let’s invest in our oceans; Let’s invest in our future.
One of our main goals this year is to create brand awareness around Green Week: the conversation had shifted out of an EU-only realm, so citizens’ engagement needs to be built.
With just a few weeks’ notice ahead of the event, ICF Mostra coordinated the overall promotion of Green Week. In addition to the five promotional clips, five multi-media news releases tailored to each theme have been produced, and around 50 social media posts have been prepared for the Commission’s EU Environment Facebook page. We also have a team of media specialists carrying out an intensive media relations campaign, in an effort to ensure the widest coverage possible. During Green Week, ICF Mostra will engage in media monitoring and generate reports of the daily highlights – gathering the key sessions, partner events and the media coverage – which are published daily on the website.