Background In 2007, the Vorarlberg Region launched its ‘Energy-autonomy 2050’ plan and began devising processes and projects to achieve its objectives. The EKO-LIFE project aimed to address the environmental consequences of global warming and ‘materialistic’ lifestyles at the local level. It was foreseen that the project would also have beneficial impacts on other areas such as natural resources, biodiversity, health, water, air and soil, waste and the urban environment. The project aimed to encourage changes in behaviour among the local population, promoting new daily practices (e.g. using their own cars less, or by eating less meat) while respecting specific social and cultural contexts. Objectives The overall project objectives of the EKO-LIFE project were to reduce human-induced greenhouse gas emissions (GHGs) and to contribute to the implementation of European environmental policy and climate change-related legislation. Specifically, the project aimed to encourage citizens of Vorarlberg to change aspects of their daily lives, particularly relating to choices concerning mobility and nutrition. Key messages would be designed around a ‘push-pull’ strategy: the desire for change would be triggered on an emotional level and on a rational level; awareness of the need for change would be raised by highlighting problems and conditions; and the possibilities of change would be demonstrated through the highlighting of best practices and positive experiences. Target groups would address specific consumption areas. Everyday scenarios would be developed to enable citizens to experience alternative ways of behaving. In order to raise awareness and encourage replication, these people would act as ‘Change Ambassadors’, sharing their experiences within their social networks. The project aimed to also develop an institutional structure for continuous replication and behaviour change after its duration.