Dankort Øremærket is an initiative where Dankort donates 1 øre to The Danish Nature Fund (Den Danske Naturfond) every time a Dankort is used.

Dankort Øremærket is an initiative where Dankort donates 1 øre to The Danish Nature Fund (Den Danske Naturfond) every time a Dankort is used.

This amounts to more than 10 million kroner annually - and with partner contributions, even more - all of which goes directly toward the restoration and protection of wild nature in Denmark.

The initiative has already contributed to increased biodiversity and creating more space for wild nature in Denmark, from Randkløve Skår on Bornholm to Hals Mose in Northern Jutland.

But it also raises critical questions:

• How can we communicate about purpose-driven initiatives without overclaiming?

• Where do the moral and legal boundaries lie?

• How do we evaluate the actual systemic impact of such initiatives?
  

In this Morgenbooster, we’ll share our experiences working with Dankort Øremærket - from conceptualising the programme to activating it across media.

Jonas Ledam, Commercial Lead at Dankort; Tanja Gotthardsen, Anti-greenwashing Specialist at Continual; and Mathias Louis Holdsbjerg-Larsen and Jonas Haugaard from 1508 will share insights into how anti-greenwashing legislation and systemic considerations shaped the creative process and final output.