<span data-metadata=""><span data-buffer="">The campaign was targeted directly to politicians and the general public in region of the Øresund strait – a region of no more than 1.8 million people.

We carefully timed the campaign to launch during the most important time of the year for the politicians – the Danish local elections.

The winter swimming community in Denmark is big and by bringing the problem to their doorstep we activated a strong community and highlighted an otherwise invisible and unknown problem to the general public and the politicians. To ensure the spread of the campaign we teamed up with celebrity winter swimmers who helped us spread the message even further.

Finally we tagged politicians in the Facebook post who we knew were friendly towards taking action on the matter, giving them an excuse to start a debate on the matter and to get noticed at the local elections.<span data-metadata="">