The this project initiated a national educational campaign which aims to create measurable emission reductions in the general public, business and government.
The climate campaign
Friends of the Earth Norway and Ecolabelling carried out the project "National climate information campaign", a lobby campaign to make the Norwegian government create a national climate information campaign about climate change.
Minor Foundation for Major Challenges allocated NOK 350,000 to the implementation of the project which goal was to "initiate a targeted information campaign that creates measurable emission reductions in public, within business and management." Through intensive lobbying of politicians and servants of the ministries for environment and energy, they were instrumental in the 2007 decision by the Ministry of Environment to launched Klimaløftet, a national governmental campaign for public awareness on climate change and how to reduce carbon emissions.