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News article24 April 2023Directorate-General for Environment

Webinar Summary: The EMAS Social Media Campaign 2023

How are you tackling the current #ECOchallenge to become an #EMAShero? Share your stories and solutions on your social media channels between May 30 and June 9 to inspire, connect and increase our impact on the green transition!  

How to become an EMAShero
Photo by UGA

On April 19, 2023, the EMAS Helpdesk hosted a webinar to introduce this year's EMAS social media campaign and share some tips on how to use social media as a tool to communicate EMAS environmental actions, accelerate your impact, and find partners for collaborations. The theme of the campaign is #ECOchallenge: how to become an #EMAShero! Like in previous years it is organized and led by the German Advisory Board (UGA) and the EMAS Helpdesk. The posting period is between May 30 and June 9 connecting it to World Environment Day on June 5. Furthermore, the campaign is registered as a partner event of the EU Green Week 2023.

Presentations and material

During the webinar the following presentations and material were shared with the 130 participants:

Accelerating your impact through social media

Johanna Schäfer, a digital expert- and trainer, started her presentation by challenging the participants on the usefulness of communicating through social media. She said often people, companies, and organisations hesitate to be active on social media because they are overwhelmed by the information overflow. Also, it can be a place for fake news and anonymous hate messages. However, according to Johanna, this should not keep EMAS organisations from using this tool that helps to interact with many people in a fast way.

Johanna brought up the example of coldness and darkness. In physics, both cannot be measured but are defined as the absence of heat and light. Therefore, if we bring heat and light to a place we can actively help make it brighter and warmer. In terms of social media, it means that we can create our narrative, lead by example and inspire others to become part of our mission.

To find an efficient and sustainable way to use social media for you, the digital trainer shared her five guiding principles:

  1. Small actions can lead to big impact.
  2. Connect with bright and inspiring accounts.
  3. Live your mission and impact on your account.
  4. Take your time. Don’t push too hard.
  5. Join forces with your partners!

The #EMAS campaign 2023

Annually, the German Advisory Board (UGA) organizes an EMAS social media campaign to enhance the engagement of EMAS-registered companies to become sustainability ambassadors. In the webinar, Frank Kermann from UGA presented this year’s campaign.

The two hashtags of the campaign are #ECOchallenge and #EMAShero. #ECOchallenge is an already existing hashtag. It asks how we address global ecological problems. #EMAShero is unique for the campaign and allows everyone to recognize it. All EMAS-registered organisations can post their strategies and solutions of their green transition using both hashtags. Additionally, the German Advisory Board (UGA) has created some templates (stickers and an audio snippet) that can be used for posts.

Find your story and share on your work with EMAS

So how can your organisation profit from participating? The third presentation was given by Anne Olof and Anke Ralle from the EMAS registered creative agency Zum goldenen Hirschen on tips and tricks for your participation. EMAS organisations deal with important technical issues from building circular businesses to continuously improving energy efficiency or integrating biodiversity into the corporate strategy. Hence, they have a lot to show to the public but also to learn from other organisations that deal with these issues. 

To define the stories, you want to tell for this campaign Anne and Anke have prepared four steps you can follow:

  1. What specific actions you have taken so far?
  2. How have you incorporated sustainability into your daily life, work, and community?
  3. What challenges have you faced along the way, and how did you overcome them?
  4. How do you measure your progress and success in achieving sustainability goals?

Furthermore, they added good examples of last year's campaigns, a guide on how to post on different social media platforms, examples of useful apps, and a run-through to use Canva, a free design tool to their presentation.

So, join the #ECOchallenge and give rein to your creativity, get employees involved, and have fun with the action!



Publication date
24 April 2023
Directorate-General for Environment