Goals and objectives
Arla, an international dairy cooperative owned by 8,000 farmers, set out to address one of today’s most pressing environmental challenges: biodiversity loss. The campaign aimed to raise awareness and inspire tangible action among Swedish women aged 25–55—a demographic where climate anxiety is prevalent, with one in two expressing concern, yet only 20% feeling empowered to act (source: Aller Media She Report).
The objective was to communicate practical, accessible steps that individuals could take to support biodiversity, while also instilling a sense of agency and optimism. By combining informative and emotionally resonant content, Arla sought to drive both awareness and behavioral change, ultimately strengthening its position as a sustainability-focused brand.
Surprising Insights
While no specific surprising insights were formally documented, the campaign revealed the power of combining real-life experiences with editorial credibility. The spontaneous social sharing by event guests highlighted the importance of creating visually and emotionally engaging environments that naturally encourage user-generated content. This organic amplification added an extra layer of authenticity and reach to the campaign.