Milieu Centraal
How Milieu Centraal uses smart media to open up the conversation about wood burning
For many Dutch people, Milieu Centraal is the reliable guide to sustainable living. Yet some topics are harder to explain than others. Burning wood is one of them: many people find it cozy and harmless, while the health risks are hardly known. The campaign aimed to increase that knowledge and build a new association: burning wood is unhealthy. Clear, factual, and without a preachy tone.
Because the subject is sensitive and quickly evokes resistance, Milieu Centraal asked us for a media strategy that reiterates the message calmly and repeatedly, using channels suitable for a broad audience, and a message that lands carefully.
The right channels
Less noise, more range
We opted for a mix of channels that together provide scale, attention, and explanation. Digital channels for visibility and flexibility; editorial context for depth; and offline media for mass recognition without noise.
In addition to raising awareness, the campaign also had a behavioral goal: to encourage people to burn less or not at all, especially in unfavorable weather conditions. Through repetition, recognizable means, and a consistent tone, this new norm gradually became more self-evident.
Smart steering without noise
The campaign consisted of a combination of online, editorial, and offline channels and ran in three periods. By utilizing each channel in its strongest role and continuously optimizing during and between periods, the strategy became smarter and more effective with each round.
Targeted channel role
We utilized Meta, Google, DPG, NPO Start, cinema, and Out-Of-Home as the strongest combination. Online offered flexibility, editorial context provided space for explanation, and offline ensured attention without distraction.
Smart selection and targeting
We made the campaign as relevant as possible through smart targeting and geo-selection. For the bus shelters, we deliberately chose not to focus on city centers, but rather on neighborhoods where more than 65 percent of the homes were owner-occupied.
Continuous optimization
We continuously monitored performance. During and between flights, we observed how people interacted with the campaign, how long they watched, where their attention was focused, and how they responded. Based on this, we made immediate adjustments where necessary, from video length to channel distribution. This allowed us to increasingly tailor our efforts to how the message was being received.
Results
A message that sticks and doesn't go up in smoke
01
Massive digital reach
The campaign reached millions of Dutch people through a combination of digital and offline channels. In the initial period alone, Meta reached over 2.2 million people and YouTube achieved more than 7 million impressions. DPG added another 539,000 high-quality impressions via display and video within their network, while NPO Start delivered 141,872 non-skippable viewing moments within a relevant context.
02
High visibility on the streets
The campaign was also clearly visible outside the digital domain. With 1,200 bus shelters throughout the Netherlands, the message gained a solid physical foundation in the streetscape.
03
Above-average attention and commitment
What stood out: despite the sensitive topic, the message came across clearly. The branded content was actually read by nearly 15,000 readers, who spent an above-average amount of time reading and scrolling, and the videos outperformed expectations in terms of viewership.
04
Stronger performance per flight
By optimizing each flight, the costs per reach decreased and viewing times increased, making the campaign stronger and more relevant with each period.
Get your campaign moving
Do you want a campaign that not only reaches your audience but also really sticks? We help you from strategy to execution, with clear choices, smart use of channels, and optimization that makes every flight stronger.
Schedule a meeting with Clever Strategy
And discover how we can make your campaign more powerful, smarter, and more effective.