Most Danes primarily associate DMI with weather forecasts. "Can we barbecue on Saturday, or should we stay inside?" … "Should the kids bring rain gear to school?"

For too long, DMI has (in its own words) been perceived solely as a 'weather factory', even though the institute plays a much greater role as a central part of the Danish emergency preparedness and as a climate science advisor to the government.

Therefore, DMI wanted to strengthen its strategic communication in order to be better equipped to lead the way when authorities, businesses, and citizens need to be prepared to take active measures in a time of more extreme weather and a changing climate.

Forte Advice helped DMI develop a new communication strategy aimed at setting a clear direction for DMI's overall communication and giving the organisation the tools to work more proactively, long-term, and strategically.

Based on thorough preparatory work involving internal and external interviews, analyses, and workshops, we mapped out the strategic opportunities and developed a new communication strategy focused on strengthening DMI's position on selected societal agendas – while also defining the most effective channels and approaches to reach the target groups.

To boost the capabilities of the communication unit and support the implementation of the strategy, a consultant from Forte Advice was seconded to DMI for a period following the completion of the strategic work.