We realized that people and policymakers living in Stockholm doesn’t always see the actual algeal bloom since it happens out to sea. The idea was therefore to find a way to bring the Baltic Sea into the city. This way it would be harder to close your eyes to the problem.

We filled a billboard with water from the Baltic Sea and placed it in front of the Swedish parliament. Just like in the Baltic Sea, algae started to bloom. During the course of eleven days the public could witness the transformation inside the billboard. The campaign continued online where we encouraged people to take a stand and sign our petition.

Being a small organisation with no funds to buy media space (they received this space for free) the goals for this campaign was set thereafter. The Baltic Sea Foundation Sustainable Seas used the campaign as a tool to pressure politicians and as a way of securing more funding from business.

The campaign was reported about in several local newspapers and one of Sweden’s largest newspapers Dagens Nyheter. It also drew the attention of policymakers that decided to feature it on their social media.