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 donations, even more - which goes uncut to purchasing wild nature in Denmark.

The initiative has already contributed to increased biodiversity, from Randkløve Skår on Bornholm to Hals Mose in Northern Jutland.

But it also raises uncomfortable questions:

• How do we evaluate and frame an initiative where positive environmental impact is structurally tied to increased consumption?

• Where do the moral limits lie - and what legal and communicative boundaries define when purpose-driven branding risks becoming greenwashing?

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

We reflect on the creative constraints, systemic considerations and decisions that shaped the work.