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Brand Purpose Climate Crisis Environmental Campaigns

Sweden’s CO2 emissions displayed live in OOH campaign to promote climate literacy


By Ellen Ormesher, Senior Reporter

June 6, 2022 | 4 min read

Climate tech startups Doconomy and Kayrros have launched ‘The 2030 Forecast,’ a first-of-its-kind initiative that uses outdoor digital displays to show a weekly snapshot of Sweden’s carbon emissions footprint.


The initiative hopes to track Sweden’s progress toward its 2030 emissions-reduction targets

It is hoped that ‘2030 Forecast’ will increase the level of transparency and discussion about emissions, and foster a sense of shared responsibility between individuals and corporations to accelerate climate action and halt the climate curve.

The launch of the platform took place during World Environment Day on June 5 2022, with near real-time national emissions data displayed publicly on the streets of Stockholm.

The initiative hopes to track Sweden’s progress toward its 2030 emissions-reduction targets, based on the belief that environmental emissions data should be available to everyone. Doconomy and Kayrros want to raise awareness and promote a sense of collective responsibility for greenhouse gas emissions by tracking progress toward 2030 climate goals on a weekly basis.

Johan Pihl, chief innovation officer at Doconomy, said: “The public deserves to be aware of our actual progress in achieving the emissions reduction goals. It’s the first step in taking action and making the connection between an individual’s carbon footprint and the environmental impact of industrial emissions. At first, the national emission numbers might be difficult to put into direct context, but we are confident they will become familiar and relevant over time. It is the beginning of a learning curve long overdue.”

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To create the ‘2030 Forecast’, Doconomy partnered with energy and climate-focused data analytics firm Kayrros, which analyzes satellite images and other data sources to track environmental metrics. Working with the European Space Agency (ESA) and France’s National Centre for Space Studies, Kayrros leverages artificial intelligence (AI) and advanced mathematics to extract timely, actionable signals on greenhouse gas emissions from earth-observation sensors and other sources.

Earlier this year, annual emissions data for 2021 from the European Commission confirmed the accuracy of Kayrros Carbon Watch measurements produced daily over the course of the year, covering CO2e emissions from power plants, industry and domestic air transport.

Antoine Rostand, co-founder and president of Kayrros, added: “We are incredibly excited about this partnership, which brings Kayrros data from the corporate sphere to the consumers’ fingertips.

“Our ability to address climate change collectively and efficiently hinges on the public’s awareness of what makes our footprint bigger or smaller. Climate literacy and data transparency are key to ensuring that we make the right decisions not just in public policy and corporate practices, but also in our everyday life.”

Going forward, news organizations and media platforms are also invited to apply to license and broadcast the live national carbon emissions data as part of a bigger plan to disseminate national emission levels on public channels.

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