Project Green Light

Changing the narrative on climate change and sustainability to one that is inspiring, positive, clear and concrete by visualizing the world you could live in, if we transformed to a more sustainable living

Project Green Light is a global communications project focused on developing a new approach to the way we communicate about climate change and sustainability. The way many companies and NGO’s communicate about their sustainability strategy and products is either far too complex or far too focused on catastrophe and doomsday scenarios. We do not encourage people to change by communicating in pictures of fear and morality. We need to change the stories we tell and the language we normally use when communicating about a sustainable future. Read the guidebook to the sustainable future Guide to Sustainia” here

The Project Green Light will address how to reach out to consumers, suppliers, employees and politicians through a new way of communicating about sustainability. The members of the Project Green Light believe that it is the integrated and visual demonstration – exemplification – of what we can actually achieve with the solutions available and possible that is needed – not another written report. Instead of writing about the opportunities, we need to demonstrate the opportunities and the way forward.

Visualizing and demonstrating what the sustainable future looks like if we go down a sustainable road will make it easier for companies to communicate and argue for sustainable solutions. The model will provide companies with a new tool helping them to communicate about their sustainability strategy and products by visualizing how their business model fits into the greater picture. How their products and solutions help build the sustainable future.

The vision: “Your Life in 2020” 

The Project Green Light will build a visual and concrete model – a framework – for how the positive sustainable future could look like already in 2020 with the solutions and technologies available at that point in time. Having a clear and visual presentation of what we are aiming for in 2020 in terms of creating sustainable growth will make it easier for companies to communicate how they fit into the larger picture. How are their sustainable components contributing to building and shaping an attractive and appealing sustainable and environmental friendly world?

The scenario model we will build, demonstrate and visualize the concrete goal we are aiming for when speaking of a pathway to a sustainable future – a means to create a better understanding of what a sustainable future entails and what “green growth” looks like. Instead of making it complex for the consumer to understand and thereby risk building barriers for a positive change, the PGL output will make the case for sustainability easy to understand, positive, simple and inspiring.

The model will demonstrate that a sustainable future is the attractive, appealing and better alternative than to continue down the road we are on.  A key objective for the output will be to provide a new inspired momentum to the discussions around climate change politics, green products, sustainable living and changed consumer behavior. We will prove the solutions are already there and what an implementation of these solutions, concepts and business models will look like.

“We want people to start dreaming, not reading another document or report. We want people to see the benefits of sustainable products, appeal to their senses and make it attractive”

A final argument is that an integrated visualization of the sustainable future carried out in collaboration with large multinational companies has never been done before. This collaboration strengthens the message – the product – and demonstrates that all companies provide a key piece to the greater picture.

The key criteria’s for Project Green Light

  • Demonstrating that it is possible: A credible, fact based and compelling visualization of life in a near future where available sustainable solutions are implemented, based on concrete know how, forecasts, strategies and commitments from some of the worlds’ leading developers of solutions and technologies.
  • Integrating key buildings blocks – products and solutions: The visual model will entail all key components for a sustainable future, such as transport infrastructure, buildings/housing systems, ICT systems, lightning, energy infrastructure and systems, household products – all key components in the society – and show what they would look like in 2020, in an integrated model.
  • Building on a solid science- and fact based foundation: To underpin the scenarios, the vision will integrate authoritative technology forecasts and studies like e.g. the McKinsey cost curve, IPCCs fourth assessment report etc. It is crucial that our visual model builds on a solid foundation of facts and analysis.
  • Focusing on the individual’s daily choices and opportunities: The scenarios will use the individual and everyday life as a starting point as opposed to traditional scenarios that tend to have policies or technologies as a starting point.

2-step plan to building “YOUR LIFE in 2020”

The final product will be build in two phases starting with developing the Greenprint for “Your life in 2020”. This will include all the data, scenarios, description of solutions, plans etc. needed to build the visualization on a solid foundation. When we have the Greenprint in place we will start the creative process of developing the visualization and creating the concrete vision for a sustainable future in 2020. 

  • Step 1: GREENPRINT: Ensuring the proper foundation of knowledge
    In order to build the visual model of the sustainable future in 2020 we need to collect and gather the relevant data as the foundation for building a credible and concrete visualization. We will carry out research with the help of the companies and experts represented in the Project Green Light. READ THE “GUIDE TO SUSTAINIA” HERE
  • Step 2: ANIMATION: Creating the visualization
    When the Greenprint is ready we will turn the written vision of the sustainable future in 2020 into a visual one. Working with leading creative thinkers we will transform the Greenprint into a clear, inspiring vision that exemplifies the destination a sustainable pathway will leads us to.

The objective is to launch this Animation at the Rio+20 in June 2012.

Members of the Project Green Light:


Communication Experts:

  • Adam Werbach, Saatchi & Saatchi S (marketing, strategy),
  • Isabel Hilton, Chinadialogue (English/Chinese sustainability website)
  • Daniel M. Kammen, UC Berkeley (professor, energy expert)
  • Malini Mehra, Social Entrepreneur and CEO of Centre for Social Markets, India
  • Changhua Wu, Director, Climate Group China
  • Andy Ridley, Global Director, Earth Hour Campaign, WWF
  • Lucy Shea, CEO, Futerra Sustainability Communications
  • Bjarke Ingels, Founder BIG Architects

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