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Campaign|Integrated
A B!ENE MOVES LOWER SAXONY
Volksbegehren Artenvielfalt Niedersachsen

Species extinction is one of the biggest environmental problems of our time. Also in Lower Saxony. In order to better protect endangered animal and plant species, a new Lower Saxony Nature Conservation Act is urgently needed. But how do you get 610,000 eligible voters from Lower Saxony to sign the petition?

Our role:
Consulting
Design
Information architecture
Concept
Political campaigning
Web development & programming
Workshop

Idea

We need a strong visual symbol with high recognition that embodies the urgency to act now, but also allays fears and concerns and picks up everyone from families to associations: The B!ene.

Illustration of exclamation mark as a bee

Implementation

The exclamation mark bee is the popular figure and superhero of our campaign. With her round, googly eyes, she guides us through the entire campaign and fights for every signature on posters, flyers, stickers and online. On the website and in social media posts, she even winks charmingly and rolls her eyes. A dark green background with a honeycomb structure gives her the necessary stage and maximizes the impact of her and her message.

Biodiversity referendum
Flyer from the biodiversity referendum
Flyer from the biodiversity referendum
Flyer from the biodiversity referendum
Flyer from the biodiversity referendum

Over 5,000 signature forms are ordered via the campaign website.

Stickers from the biodiversity petition

Result

163,000 people sign the petition for a referendum within the deadline, supporting the demands of the alliance. Hundreds of volunteers throughout Lower Saxony are campaigning for the referendum despite the difficult conditions caused by coronavirus: in marketplaces and pedestrian zones, in cities and in the countryside. In addition, over 5,000 signature forms are being ordered via the campaign website.

And the commitment is paying off: In the end, an agreement on a legislative package including regulations for more species protection in Lower Saxony was reached before the second round!

Hand signs petition for biodiversity referendum
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