Awareness-Raising Conference

Awareness-Raising Conference

-
4 months
Sara Ohlsson

Programme, People, Communication

A strong programme, the right participants, and clear communication shaped the Gothenburg test. The theme of sustainable food systems kept focus sharp, while diverse formats reached different groups. Over 400 people joined the main climate meeting and side events, including public and private organisers, policymakers, researchers, artists, and city authorities from several countries.

Programme design – Gothenburg example:

Morning side seminar event with local chefs: sustainable brunch and networking
Afternoon main conference: high-level keynotes, panels, and dialogue
Day 2 transnational workshop: case studies and tools from Nordic and European partners, plus informal networking lunch
Side sessions added practical, in-depth learning and helped reach broader target groups.

Practical advice:

Choose one strong theme that links to local or sector priorities.
Mix inspiration, debate, practice, and exchange.
Use a venue close to the festival to reduce distractions while keeping the cultural link.
For smaller events, invite local champions—chefs, entrepreneurs, or activists—and run shorter formats in existing community spaces.

Engage participants
Stakeholder mapping should start early. In Gothenburg, high-profile speakers were secured months in advance, followed by general registration. Personal invitations worked best for VIPs, while newsletters, the festival website, targeted outreach, and partner networks spread the word widely.

Communicate clearly
Messaging must be simple and consistent. Reveal speakers gradually to build interest. Capture photos, videos, and quotes during the event. Share highlights quickly afterwards—surveys, newsletters, and LinkedIn posts helped keep the Gothenburg network alive.

Additional material:

Vision, Team, Resources

The Gothenburg test showed that lasting impact depends on a clear vision, strong partnerships, and secure resources. Defining goals and metrics early gives direction and makes evaluation easier later. A short-written statement or pledge helps partners stay accountable.

Practical takeaways:

Define what change the conference should drive.
Set measurable indicators for short-term (e.g. pledges signed, diversity of actors) and long-term (e.g. collaborations started).
Decide how results will be monitored and reused for future editions.

Focus in Gothenburg 2025:
• Reduce emissions in the event sector, with sustainable food as theme
• Engage more actors through workshops, networking, and food activities
• Develop and internationalise the conference
• Increase public visibility and activation at the festival
• Strengthen Gothenburg as a sustainable destination

Building the right team is equally important. Start planning at least four months ahead for mid-scale events. In Gothenburg, collaboration between destination managers, festival organisers, research institutions, and industry associations created credibility, resources, and access to networks. At the same time, many partners meant more coordination. The key lesson was to set clear roles, mandates, and decision-making rules early while keeping dialogue open, to prevent misunderstandings and ensure all partners moves in the same direction.

Funding can be a mix public, private, and partner support. In Gothenburg, public funding was matched with sponsors and partner contributions. Smaller events may depend more on in-kind support, such as free venues, catering, or volunteers.

Additional material

Keep the Momentum Alive

The real test of an awareness-raising conference comes after the event. In Gothenburg, we saw that the energy built during the conference activities could quickly fade if not nurtured. The key is to turn inspiration into lasting collaboration.

Build commitment for the long term
Design your programme so it combines knowledge-sharing with networking and concrete solution sessions. This way, people leave not only inspired but also with practical next steps. Keep the energy alive by planning follow-up activities: surveys, continued collaboration, or information on upcoming events. Capture new ideas before they disappear and let them feed into the next event.

The Pledge Method
A pledge is a formal declaration of shared sustainability goals, signed by stakeholders during the event. It creates visibility, accountability, and a sense of shared purpose.

How it works

Present the pledge in a high-profile session to give it weight.
Offer digital signing via QR code or webpage.
Make it visible: display the growing list of signatories during the event and publish it online afterwards.
Follow up with reminders, progress surveys, and invitations to joint activities so that promises lead to real action.

Example: The Greentopia Pledge
In Sweden, the Greentopia climate meeting used this method to invite the live events industry and cities to commit to cutting carbon footprints and working towards climate-neutral cities by 2030. The pledge acted as a unifying promise and helped turn conference dialogue into long-term collaboration.

A pledge template is available for download, making it easy to adapt and use as a tool for driving commitment in other contexts.

Follow-up
Commitment lasts only if contact is kept alive. After the Greentopia climate meeting and its side sessions in Gothenburg 2025, participants received newsletters, emails, and evaluation surveys within days. This timely follow-up helps turn initial exchanges into ongoing collaboration keeping the momentum moving forward.

Additional material:

The Pledge Template Awareness Raising Conference

Measure, Share, Improve

Evaluation makes impact last. The Gothenburg test showed that simple methods, quick follow-up, and structured reflection are more effective than complex systems.

How to measure:
Feedback was collected right after sessions through digital surveys with star ratings and open comments, giving both numbers and insights. Partner reflections and short internal reviews identified what worked, what did not, and where collaboration could grow.

Key take-aways:

Use short surveys, polls, or interviews.
Collect feedback immediately while impressions are fresh.
Combine ratings with open comments for richer insights.
Hold brief reviews with partners to turn findings into next steps.

See example questions in the template survey for easy adaptation.

How to share:
Momentum fades quickly, so visible updates must come fast. After the Gothenburg test, newsletters, photos, and LinkedIn posts were shared within days, keeping partners engaged.

How to improve:
Small review meetings with the core team and partners help document lessons for the next round. In Gothenburg, documented insights were fed directly into planning for the following year.

Additional material:

This guide shows how conferences linked to festivals or cultural events can create real impact. Events bring people together, create shared experiences, and shape habits. When the energy of live culture is combined with structured dialogue, conferences can speed up the green transition.

The content is based on the Gothenburg test during the Greentopia climate meeting at Way Out West. Over 400 participants joined the main conference and side sessions, covering sustainable food systems through keynotes, panels, tastings, and workshops. The test revealed both opportunities and challenges—valuable lessons now turned into practical steps.

Why it matters

Many actors want to show climate leadership but lack spaces to meet across sectors. In the live events industry, organisers, policymakers, suppliers, and audiences rarely sit at the same table. A festival-linked conference creates this meeting point. With a clear theme, such as sustainable food, side activities like seminars and networking can deepen learning and inspire action.

What you will learn here

How to define a vision, set goals, and secure resources (Step 1)
How to design programmes, themes, and side events that create impact (Step 2)
How to engage stakeholders, build long-term commitment, and use tools like pledges (Step 3)
How to measure, share, and improve results so each event builds on the last (Step 4)
What worked well, challenges, outcomes and recommendations (Step 5-6)

The model works at any scale. A large festival can host an international conference, while a small town event can run a half-day workshop with local speakers. What matters most is focus, stakeholder mix, and structured collaboration—not the size of the stage.

Fixing food is the smartest economic play we can make, it could generate benefits worth 10 trillion dollars per year.

Gunhild Stordalen, EAT co-founder and Greentopia conference speaker

It was great to meet everyone and get inspired by the speakers. By offering high-quality, sustainable food and tracking every impact—from waste to carbon—we can raise the standard of our events and encourage long-term, sustainable habits among attendees, vendors, and partners.

Steven Moloney, Ordna Event Agency

What worked well

Festival connection: Using the Way Out West platform brought visibility, attracted high-profile speakers, and drew a diverse audience.
Clear theme: Focusing on sustainable food systems kept discussions sharp and messaging coherent.
Side events: The brunch and workshop deepened the theme and encouraged more intimate exchanges between stakeholders.
International scope: The mix of countries and sectors led to fresh perspectives and new connections.
High-profile names: Well-known speakers increased interest and media coverage.
Networking opportunities: Informal formats encouraged conversations that could lead to future collaboration.

For smaller events: A local town festival can gain similar benefits - on a smaller scale. Clear focus, visible champions, and a chance to meet across sectors are just as valuable in a small town hall as at a big festival stage.

Challenges

Complex partnerships: Coordinating many actors (organisers, associations, experts, academia) required significant time and project management.
Balancing setting and focus: The VIP area of the festival strengthened the link to Way Out West but created noise and distractions.
Sustaining impact: Without structured follow-up, momentum can fade after the event.

For smaller events: Partnerships are easier to manage, but the challenge may be limited resources. Keep it simple—start with a half-day format, one strong theme, and local speakers.

Outcome & Recommendations

What would you suggest for future use of this tool? How could it be scaled or transferred?

Planning: Four months can be enough for a mid-scale event. Smaller events may only need 6–8 weeks, if roles and goals are clear.
Funding: Mix sponsors, partners, and small contributions. For small events, in-kind support (venues, catering, communication help) can replace cash.
Speakers: Invite high-profile or specialist speakers early. For smaller events, focus on trusted local voices that resonate with the audience.
Participant mix: Combine perspectives from academia, politics, public and private sector, cultural actors, entrepreneurs, and activists. Works at any scale.
Side events: Short, focused sessions (around two hours) are effective—whether at a large festival or in a local community setting.
Venue choice: Connect to the event context, but choose spaces where distractions can be managed.
Communication: Start campaigns early. For small events, simple tools— social media platform events, posters, word of mouth—can be effective.
The Climate Pledge: Launch a shared sustainability pledge. At smaller events this could be as simple as a signed banner or a digital form on the organiser’s website.
Follow-up: Keep networks alive post-event—through small working groups, digital meetups, or annual community gatherings.

Awareness-Raising Conference

Sara Ohlsson