Communication Campaign: Blue Angel - the German Ecolabel: 40 Years
The overall aim of the campaign was to enhance the awareness level of the Blue Angel. On the "Blue Angel Action Day" on 25 October 2018, the "Blue Angel" eco-label celebrated its 40th birthday. On this day, the Federal Environment Ministry and the Federal Environment Agency organised the international conference "40 Years of Credible Environmental Labelling - Driving Smart Innovations towards Our Green Future" at the conference centre in Berlin. At the same day, the Blue Angel Action Day took place, which brought together actions by environmental and consumer associations, municipalities, ministries and manufacturers to form the Blue Angel and represented the highlight of the anniversary year. From 25 August to 4 November 2018, the Blue Angel presented itself on a roadshow (with a walk-in comic) at railway stations, shopping centres and other public places. There was also an anniversary raffle with 40 Blue Angel products as well as a social media campaign including a new video spot.
Through the communication campaign, a high number of consumers got in touch with "The Blue Angel", either on Social Media, during the road-show or the "40 Years of Credible Environmental Labelling - Driving Smart Innovations towards Our Green Future" conference in Berlin. In 2018, the number of certified companies rose and by the end of 2018, more than 12.000 products were certified.
