The green business sector is the thing. The key to reducing global warming. The path to achieving the government's climate and environmental goals. The foundation for a sustainable society. A sustainable society requires a green business sector (forests, soil and animals).
Today, there are many job opportunities in the green sector. The challenge is to attract young and old alike. There is a great need to interest all types of people in professions and education in this sector – young people who are going to choose a high school program, young people who want to go out and work directly, people who want to study at university, career changers, and more. The difficult nut to crack in this venture was to find an appeal and content that worked for a large and heterogeneous group and really made a difference.
KKM was responsible for conceptualizing Jobba Grönt, designing and producing the parts of the initiative that were aimed at young people and schools. This was to create commitment and interest in the green sector among young people who are about to choose a high school program.
The solution for Jobba Grönt is digital and consists of several different parts: concept, design, copy, film production, guidance materials within professions and education, and challenges within the sector adapted for SoMe with influencers as a pull-up bar.
Most practical programs at high school are currently seeing a decline in the number of young people applying. But now Naturbruksgymnasierna is one of the few practical high school specializations that actually increased the number of applicants in 2021 compared to previous years. The initiative has been highlighted in several ways in the media. See if you think we succeeded in the challenge: www.jobbagront.se