Background Today only 124 companies have been awarded with a EU eco-label licence, and eco-labelled products represent less than 1% of the market. This is far below the level anticipated for labelled products. Through campaigns in schools and shops during a “European Flower week” the following reasons for this low take-up will be addressed: · Low awareness about the eco-label and varying levels of knowledge amongst consumers in the member countries · Retailers do not actively promote labelled products · No cross-border sales take place · Manufacturers lack knowledge about cleaner production · Licence holders do not see the commercial value of the label · Industry is not supporting or blocking · Lack of support from consumers and environmental NGOs Objectives The objectives of the “Flower week” project is to raise awareness of the EU eco-label “The Flower”, through campaigns carried out in 9 Member States, and thereby encourage consumers to buy environmentally friendly products. Campaign activities will be conducted in schools and retail shops. The project will be co-ordinated by the Danish Environmental Protection Agency in partnership with national authorities, producers, retail organisations and consumer's organisations. The overall campaign objectives are to : · increase the number of EU eco-label licences by 100% in countries with 4 or less, by 50 % in countries with 8 or less and by 25 % in countries with more that 8 licences. · Increase the consumer’s knowledge of the eco-label, which will be measured as quantifiable sections of the population who know about the label. Results . According to a follow-up report caried out in Februrary 2005, by the LIFE external monitoring team, through the EU Flower Week project a common concept for communication on the Flower was developed, tested and used. The graphic toolbox has already been widely accepted among the Flower stakeholders in Europe. A wide range of promotional material and a significant number of internet sites have also been developed. Experience has proved that the impact of marketing activities increases significantly when different actors co-ordinate their activities and unite their efforts. The multiple tools developed by the participating countries during the project provide a firm foundation for co-ordinated marketing activities for the EU eco-label in the future. See beneficiary website at: www.mst.dk/.