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Danish green brands in international media breakthrough

The strategic partnership between these three visionary Danish organizations is built on CNN International’s decision to specifically cover the activities of the non-profit design organization, INDEX: Design to Improve Life® - with a special focus on the world’s biggest design award, INDEX: Award, presented on August 29th 2013.

The editorial coverage of the design organization’s work will among other thing include:

•    TV programs about the finalists for INDEX: Award 2013.

•    Two theme weeks about the concept Design to Improve Life on CNN International and CNN.com.

•    The presence of CNN International at the INDEX: Award events in august 2013.

•    Subsequently, a stand-alone TV program about the concept Design to Improve Life.

No other Danish initiative has previously achieved such a potent media breakthrough on this platform; the world’s leading media network. And with this as a starting point, The Danish Industry Foundation wished to ensure an even larger dividend for Denmark and thus invested in the advertisement blocks surrounding the INDEX: Design to Improve Life® TV programs and passed them on to State of Green – Denmark’s official green brand.

As a whole, the strategic partnership will yield significant visibility for sustainable initiatives in Denmark, both in Europe, in the Middle East, in Asia, in Africa, and in the United States.

STATEMENTS

Mads Lebech, CEO of The Danish Industry Foundation says: ”INDEX: Award and the related activities will put a spotlight on Denmark and the strongholds that Danish companies have within sustainability, design and innovation. Concretely, this increased international attention also provides a unique opportunity to both tell the story about one of the foundation’s big ventures – House of Green – an international visitor centre focusing on Denmark’s green industries and clean-tech and about how Danish history and experience show how Danish companies’ technologies are connected. In this particular case, we are happy to ensure synergy to the State of Green activities.”

Kigge Hvid, CEO of INDEX: Design to Improve Life® says: ”With this partnership, we are getting a media breakthrough as a result of several years of intensive work as torch bearers for designers’ ability to contribute with sustainable solutions to global challenges, and at the same time we are very much aligned with Denmark’s green brand. To me, this is exactly the kind of strategic partnership that Denmark so badly needs, and we are very grateful to The Danish Industry Foundation for seeing the opportunity and taking it.”

Finn Mortensen, Executive Director of State of Green says: ”Every year, the State of Green consortium conducts visits for more than 1,500 foreign commercial and political decision makers, who come to Denmark to experience and get inspired by the green solutions of Danish businesses. The international attention that the coming exposure on CNN will yield through our strategic partnership will only enhance their interest in coming to Denmark. In the fall, the interactive visitor centre, House of Green – whose existence was made possible by The Danish Industry Foundation – and thus we will have a unique showcase for Danish businesses and industries.”

ABOUT THE ORGANIZATIONS

INDEX: Design to Improve Life® is a Danish non-profit organization with global reach, established in 2002. The organization Inspires, Educates and Engages people in using Design to Improve Life-skills to develop sustainable solutions to global and local challenges. This is done by means of the biggest design award in the world worth €500.000, world touring exhibitions, city collaborations and investment initiatives.

The Danish Industry Foundation is the innovative foundation of Danish business and industry. The purpose of the Foundation is to develop and support innovative, inspirational and economically sustainable projects and initiatives that strengthen the competitiveness of Danish business and industry.

State of Green is the official green brand of Denmark, and as so gathers all leading players within energy, climate, water and environment and builds relations to international stakeholders with an interest in learning from Danish experiences.

Source: INDEX: Design to Improve Life®

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