Valladolid, a city located in northwest Spain with a population of approximately 300,000, is a significant urban centre in the region of Castilla y León. Valladolid has been at the forefront of climate action initiatives, and in recognition of these efforts, it was one of the first cities to be awarded the Mission Label by the European Commission.
A key element of Valladolid's success in promoting climate neutrality has been the development of campaigns in collaboration with the local football team, Real Valladolid. This partnership leverages the club's ability to mobilise and engage a broad segment of the city's population. By working closely with Real Valladolid, the city has implemented various communication and engagement strategies that raise awareness, foster community involvement, and promote sustainable practices.
Scoring a goal for sustainability
One of the key steps in Valladolid's climate mission was securing formal commitments from influential local entities. Real Valladolid, the local football club, was the first sports entity to join the mission. The club formalised its adherence to the city's Climate Agreement in January 2024.
The partnership with Real Valladolid is crucial for several reasons. It leverages the club's extensive fan base to disseminate information about the climate mission and encourages sustainable behaviors. The club's commitment includes promoting renewable energy, enhancing energy efficiency in its facilities, facilitating car-sharing, and encouraging the use of public transport, walking, and cycling.
Biking to the stadium
To promote sustainable transportation, the City of Valladolid, in collaboration with AUVASA (the city's public transport company) and Real Valladolid, launched a campaign to encourage fans to use BIKI, the municipal bike rental system, to travel to and from the football stadium on match days.
The city introduced a pilot project placing a temporary BIKI station near the stadium in one of the key matches of the season. This strategic location made it convenient for fans to access and use the bicycles. The initiative was supported by additional bus services to facilitate the use of public transportation and discourage the use of private vehicles.
The temporary BIKI station allowed users to drop off and pick up bikes easily, with designated areas marked by BIKI logos and staffed by technical personnel. This setup ensured a smooth experience for users and promoted the habit of cycling, first, to matches, but also to other daily activities.
Bringing everyone on board
Real Valladolid matches provided a valuable platform for promoting the climate mission. The city selected the match against Zaragoza, another Mission city, to launch their campaigns. During this first strategic match, which was known as the Mission Match, several awareness campaigns were conducted. Informative videos about the mission were projected, and promotional activities were held during halftime to engage the stadium audience.
The team mascot, Pepe Zorrillo, played a significant role in these campaigns. During halftime, Pepe Zorrillo participated in a penalty shootout with young fans, who wore jerseys bearing the Mission Label. This activity not only entertained the audience but also reinforced the message of sustainability and climate action.
‘Do you accept the mission?’
The "¿Aceptas la Misión?" campaign is another critical component of Valladolid's strategy to engage citizens. This campaign involves prominent figures from the football team publicly accepting the climate mission. The campaign encourages citizens to join the mission by pledging to reduce their carbon footprint in their daily activities, such as commuting, energy consumption, and waste management.
This campaign emphasises the collective effort required to achieve the city's climate goals. By highlighting the commitment of well-known personalities and connecting it to everyday actions, the campaign aims to foster a sense of shared responsibility among citizens. The message is clear: reducing emissions is a communal effort that involves everyone, from individuals to institutions and businesses.
Raffles and incentives
To further engage the public, the City of Valladolid organised a raffle in collaboration with Real Valladolid. Attendees of the match against RCD Espanyol on March 11, 2024, had the opportunity to win two four-day trips to Brussels. Participants could enter the raffle by scanning a QR code available at various locations within the stadium, including the fanzone, the BIKI station, and AUVASA buses.
This incentive aimed to increase participation and awareness of the climate mission. The raffle and the promotional activities during the match served as an effective way to communicate the importance of climate neutrality and engage the public in a fun and interactive manner.
Photo by Valladolid City Council.
Collaborative efforts and technical teams
A significant aspect of Valladolid's climate mission is the collaborative effort between various stakeholders. The city formed a joint technical team comprising Club technicians and municipal technicians from the Mission team. This team works on analysing and implementing improvements in the new sports city model to achieve climate neutrality.
The collaboration focuses on several strategic areas, including energy, mobility, transport, circular economy, water, and renaturalisation. By involving diverse expertise and perspectives, the city ensures comprehensive planning and execution of its climate initiatives.
Building trust through transparency
Transparency is a cornerstone of Valladolid's climate mission. The city publishes annual sustainability reports detailing the measures taken, resources used, and progress made towards reducing its carbon footprint.
These reports serve as valuable tools for accountability and continuous improvement. They allow citizens to track the city's progress and understand the impact of various initiatives on the environment and public health.
Communicating for climate
The City of Valladolid has implemented a multifaceted approach to promote climate neutrality by 2030. Through strategic partnerships, public transportation initiatives, awareness campaigns, incentives, collaborative efforts, education, and transparency, the city engages its citizens and stakeholders in its climate mission.
These actions not only raise awareness but also foster a culture of sustainability and collective responsibility. As Valladolid continues on its path towards climate neutrality, these communication and engagement strategies will play a crucial role in achieving its goals and creating a healthier, more sustainable city for future generations.