Engaging with key industry players early on to ensure their commitment and future support. For instance, the Netherlands actively involved industry, prominent NGOs and foundations in its Zet ook de knop om (Flip the switch) campaign. Making industry an early ally is key to leveraging private sector resources and experience with advertising and the media. A prominent example is Velux’s The Indoor Generation campaign broadcast in more than 40 countries.Rijksoverheid 2022 Zet Ook De Knop OmRijksoverheid (2022). Zet ook de knop om,