How do I create a media strategy?

In this article you will find tips on how to create a media strategy.

A big part of the impact of a Ducky Challenge is the effect it can have on colleagues and strangers who become inspired to reduce their own emissions. So it's worthwhile thinking how you can encourage some form of viral growth of your organization's climate activities.

Everyone can be a winner!

One way is to seek out and highlight what we call  Hero Stories wherever you can during and after the Ducky Challenge ends. These can be simple success stories, such as the top reduction of emissions by an individual. Or they can be powerful examples of how the Ducky Challenge has inspired deep and meaningful change, such as someone who has given up flying because they realize how harmful the emissions are.

We have seen in the past that both local and national media really like these Hero Stories because they are positive examples of success against the climate emergency. And in an age where doom and gloom is all the rage, it makes a nice change.

Some tips:

  1. Encourage the use of social media by participants at regular intervals during and after the Ducky Challenge. This should highlight those who are really engaged and enthusiastic about tackling the issues. Contact them and see if they have any personal stories.
  2. If you can, try and arrange some sort of prize giving ceremony at the end to celebrate those who have done well during the challenge. If possible try and invite the media to the event, or get the CEO or a local mayor to attend and give a speech.
  3. Work with your internal or external PR agency to plan out a campaign which makes use of the data from the Ducky Challenge to highlight the fight against climate change. If you need any extra data or illustrations, you can also contact Ducky at and we will try and help.
  4. Encourage all participants to keep a lookout for potential success stories, and remember this can include people not engaged in the Ducky Challenge itself – like family members – who may have been inspired to change their own personal habits.

Here are some examples from previous challenges

  1. Carbon Cup (Norconsult)
  2. Skips a trip to Brussels to save the environment (NTNU)
  3. Students show how we can help save 30% of Norway's annual carbon emission (Trøndelag Fylkeskommune)
  4. Anthologie goes Ducky for sustainability (We are Anthologie)
  5. Start at home campaign (IKEA Norway)
  6. Have saved more than 150.000 KgCO2e (Telemark Fylkeskommune)


Any questions?

We will get back to you as soon as possible. Our office hours are all working days from Monday-Friday between 08.00-16.00 Oslo time.