Danish Association of Architectural Firms

In connection with the proposal for a new passenger tax, The Danish Aviation Industry Association was concerned that the green transition would slow down if the money from the passenger tax was used for something other than green initiatives. The Danish Aviation Industry Association wanted to ensure that the passenger tax had the greatest possible impact on the climate.

Substantia was assigned to developing messages and create a campaign to inform and mobilize Danes to take part in the debate on the passenger tax and to keep the focus on ensuring that it is used to make a real climate difference. The messages were created with a focus on addressing passengers, providing information and facts, and highlighting the imbalance of the tax being allocated to political purposes other than the green transition.

In November 2023, The Danish Aviation Industry Association launched a digital campaign consisting of posts, videos, and the activation of The Danish Aviation Industry Association’s campaign website. The campaign reached more than 2 million Danes and generated a high level of engagement. The government had a majority to pass the proposal on its own, but other parties responded positively and demanded greater focus on a real green transition in aviation.