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Climate Idols


Detailed description of the Good Practice

The Climate Idol project is a way to inspire inhabitants in Växjö by creating good examples. As a part of reducing carbon emissions in the geographical area of Växjö, a group of local celebrities from the local newspapers, music and theatre, restaurants and organizations has been chosen to attract attention and reach out to several target groups.

The selected celebrities will get five challenges during the spring 2010 covering transport, energy, food and consumption and will be coached by experts and provided with climate smart products and services by local businesses. With the project Växjö municipality wants to show the green habits of the future through the Climate Idols’ challenges. If they succeed to reach the goal of each challenge, they will receive a “Green Card” from the mayor.

climate change
energy efficiency

Objectives of the Good Practice

to show the green habits of the future through the Climate Idols’ challenges

Participants of the Good Practice

Växjö municipality
The Climate Idols are:
Kristina Alsér - County governor
Ulf Ekeroth - Owner of a live music business
Maria Wranå - Opera-singer and actress
Miguel Perez - Pistol shoter
Mathias Gaunitz - Owner of coffee shop, "Gusto"
Hanna Höckert - Football trainer
Peter Hogla - Director of organization for regional development

Target group of the Good Practice


Funding of the Good Practice

The Climate Idols are part of an international project called ANSWER, which is part of the work of Växjö municipality with The Greenest city in Europe.

More Details of the Good Practice

The first challenge was to reduce the electric energy use at home with at least 15 %. The result was an average change by 33 %! Some of the Climate Idols reduced their electric energy use by more than 60 % compared to the same period last year. To coach and help the Climate Idols to achieve their goals the ANSWER project provided them with watt meters from the city library and offered a visit from an energy expert who helped them to find energy waste. Local businesses showed climate smart products such as LED bulbs, solar cell chargers and solar cell torches and lamps. Växjö Energy presented their online tool “The Energy Check” where customers are able to see their energy consumption on a daily bases.

The second challenge was presented at a car company who got the opportunity to show their greencars and present their future investment in a biogas station. The challenge is to reduce the fuel consumption by at least 12 %. A local driving school participated and talked about eco driving – which all climate idols will learn during the next couple of months. Växjö Energy owns an electric car which they lend out to the climate idols during the second challenge period; everyone gets to try it for two days each. Local media such as newspapers, TV news, radio news and online papers have reported on the Climate Idols and their challenges.
The future challenges will be for March: climate smart consumption, for April: finding alternatives to car-driving and finally for May: to buy and cook climate smart food. As extensions of the Climate Idol project different competitions and challenges between organisations, co-workers of the idols and inhabitants will take place during the Spring. Växjö’s sister city Duluth will also start their own Climate Idol project with coaching from Sweden.

Available files

Contact details

Emilia Nordgren,
Project manager,

Data sources and references

Baltic Cities Environmental Bulletin 1/2010