Horse Project 2022 continuity campaign

Example of Banner from the Continuity Campaign, May 2022.

Horse manure is an overlooked and potentially quite significant diffuse source of nutrients leaking to the Baltic Sea. In 2020, we launched a campaign in Sweden “Varje Skit Räknas” to raise awareness about this topic.

In keeping with our ambition to continue to increase knowledge about the impact of horse manure on eutrophication and encourage more frequent mucking of pastures, we reactivated the campaign with targeted communications activities in May 2022. The new adaptation of the campaign included banners and articles in Swedish horse media outlets and postings on Instagram by influencers from Sweden’s horse community – and achieved well over 500,000 impressions in a four-week period.

Further, a seminar provocatively titled, “Can the horse industry save the Baltic Sea?” was moderated by Peter Wiwen-Nilsson at Almedalsveckan, a week-long democratic meeting place held annually on Gotland. The session, held in the context of Östersjödagarna and organized by Race For The Baltic in collaboration with LIFE IP Rich Waters, also included presentations and panel participation from the Swedish Agency for Marine and Water Management (HaV), the Federation of Swedish Farmers (LRF), the Swedish Water Authorities (Vattenmyndigheterna) and Malin Larsson (S), a member of the Swedish Parliament, and was supported by the Swedish Institute (Si).

Peter Wiwen-Nilsson, moderating a panel discussion “Can the horse industry save the Baltic Sea?” at Almedalen.