Bluewater is a Swedish company that has developed water purification technology capable of removing up to 99.7 per cent of microplastics, PFAS and other contaminants from drinking water. During spring 2024, the debate surrounding PFAS in drinking water supplied by Swedish municipalities intensified, with extensive media coverage of high PFAS levels across the country and the new limit that will become Swedish law in January 2026.
To capitalise on the topical debate, a PR plan was developed. The objective was to increase awareness of Bluewater and position the company as an expert in the field with a solution to the core problem.
The plan involved conducting a PFAS test on ordinary drinking water in Stockholm, as well as two separate surveys: a Novus survey examining Swedes’ views on their drinking water, and a survey of Swedish municipalities examining how they communicate information about PFAS levels. These surveys, together with the measurement of PFAS levels in the City of Stockholm’s drinking water, formed the basis for two opinion articles, which were subsequently pitched to priority media outlets.
Results – national media coverage and increased brand awareness
Both national media, in the form of Expressen, and the priority trade publications Aktuell Hållbarhet and Energi & Miljö published the opinion articles. One of the articles also generated additional editorial coverage in the form of two further articles.
The first opinion article focused on Sweden’s forthcoming limit for PFAS contamination and why it does not go far enough to solve the problem. It was published in Expressen and Energi & Miljö.
The second opinion article highlighted how many Swedish municipalities fall short when it comes to providing information about PFAS contamination in drinking water. The article was published in Aktuell Hållbarhet and resulted in two additional editorial articles in the same publication.
Greatness provided support with:
- A PR plan designed to secure media coverage by connecting Bluewater’s expertise to a topical public debate
- Surveys conducted through Novus and among Swedish municipalities
- News angles and the production of opinion articles
- Media pitching and follow-up with selected media outlets
Would your company also like to secure national media coverage and increase brand awareness through coverage in news media and leading trade publications? Get in touch!
