A new narrative about the energy transition. How? Like this!
“Van HOE naar ZO”, best translated as “From How to Like This!” is a campaign and online platform designed to engage residents of North Holland in the energy transition. The need to shift to sustainable energy sources is clear. The main question of the transition is: How are we going to pull this off ? Besides a lot of ‘How?’, there is also a lot of ‘Like This’. The campaign connects those asking: How then? with the people, municipalities, and businesses demonstrating: ‘Like this!’ Changency built the campaign from scratch: from research and concept development to implementation and production
Approach
Change the narrative | Change the process
Client
Energieregio Noord-Holland
Partners
What Design Can Do, Kennisland
Involved
Municipalities, water boards of the province Noord-Holland, Energie Samen, Liander
Year
2021 –
Website
Download
The Challenge
…about the energy transition not only about its inevitability but also about the benefits and opportunities?
Insight & Strategy
…It may be difficult at times, but the shift to sustainable energy also brings plenty of opportunities. It is therefore crucial that everyone can participate. Focus on a collective effort rather than individual behavior change. Demonstrate that governments, social organizations, large and small businesses are also making the transition.
Creative Concept
How do we decide together where those wind turbines will be placed, for example? How do we make our homes and neighborhoods more sustainable? And how are we going to pay for all of this?
Fortunately, there is also a lot of ‘Like This!’. Residents, energy cooperatives, entrepreneurs, and municipalities throughout North Holland are already setting a good example. With this campaign, we connect those asking: How then? with the people showing: ‘Like this!’
Platform vanhoenaarzo.nl
Implementation
…The campaign includes videos, posters, blog articles, and social media posts. The communication does not have one central sender. The campaign is white label: anyone who shares the stories or puts their own spin on them is the sender. That’s why all campaign materials are available to everyone in the form of a communication toolkit.
Impact
…to engage in conversations with residents about the possibilities and opportunities of solar and wind energy. And thus accelerate the implementation of the regional energy transition in North Holland.
At the beginning, four municipalities, two energy cooperatives, and one grid operator joined the campaign and actively shared the communication materials. In the follow-up campaign (started in the fall of 2023), more than ten municipalities joined, and the campaign went nationwide.
About the Client
….They guide the governance process, connect stakeholders, and provide substantive support.
The campaign “From How to Like This” is the result of extensive research, including interviews with leading experts and co-creation sessions with residents, municipalities, energy cooperatives, scientists, and creative makers.
