Campaign: “Leuven… that’s the good life!”
Empowering sustainable living in Leuven
Turning ambitions into reality
Leuven is on a mission to become a climate-neutral and liveable city. To achieve this vision, the city has called on its residents to take an active role in building a more sustainable future. A campaign was launched to inform and inspire citizens about the various grants, support options, and initiatives available to help them make greener choices. From planting a vertical garden or a tree in the front yard to using shared cargo bikes or applying for renovation grants, the message is simple: small actions can lead to significant change.
To make sustainability even more accessible, a pop-up service desk was set up at Rector De Somerplein, bringing advice and support directly to the people of Leuven.
The challenge
While Leuven offered an impressive range of grants and support schemes for sustainability, these resources were fragmented and not always easily accessible to residents. To meet the city’s 2030 climate goals, it was crucial to streamline these offerings and accelerate action.
Our approach?
Our approach focused on clear and targeted communication, engaging both city services and residents to co-create a strategic framework. We launched two seasonal campaign waves—one for summer and one for winter—tailored to the needs of each period. In summer, the focus was on green initiatives such as vertical gardens and shared cargo bikes, while the winter campaign highlighted renovation grants and energy-saving measures.
A diverse media mix ensured the campaign reached a broad audience. This included Out-of-Home advertising, promotions through local Velocom bikes, and targeted online ads on platforms like Google, Facebook, and Instagram. Collaborations with local influencers were instrumental in connecting with diverse groups, inspiring them to take tangible steps towards sustainable living.
The result?
The campaign successfully raised awareness and encouraged active participation from a wide audience in Leuven. The seasonal approach brought variety to the messaging, enhancing engagement and impact. Partnering with local influencers proved essential in reaching traditionally harder-to-reach groups, motivating them to take meaningful action.
By simplifying access to information and creating a sense of shared purpose, the campaign didn’t just raise awareness—it empowered residents to actively contribute to a greener future. Through this collaborative effort, Leuven is making significant strides toward becoming a more sustainable, climate-conscious city.
More info: www.leuven.be/goeieleven