| “No ridiculous car trips” – a bicycle campaign | |
| Brief Description | “No ridiculous car trips” is a campaign that uses both conventional (ads, radio spots, banners, brochures, bicycle maps, contests and giveaways) and unconventional (live billboards, “advertising” cyclists) marketing methods to reach their target groups. The campaign strategy is to make people realize the fact that it is ridiculous to drive short distances (less than five kilometers) in Malmö. “Ridiculous” is a word that is comprehendible for all and there is a humorous tone in this word. The humor is disarming, yet an epithet few want to carry. “Half of all car trips in Malmö are ridiculously short” is a simple, straightforward and clear message that is believed to serve as an eye-opener. As part of the campaign, there was a web-based competition where people could “confess” and share their most ridiculous car trip. The best story was awarded with a bicycle. The evaluation of the campaign shows that the campaign has a major impact. Statistics show that nearly half of all Malmö residents drew attention to the campaign; 15 000 Malmö residents drive less after the campaign and 21 000 says that the campaign made them change the view of the car, and that almost everyone in the city of Malmö think it is good that the municipality runs campaigns to reduce car traffic. Other municipalities have also adopted the campaign. |
| Image | – |
| European Country/Countries | Sweden |
| Field | Moving: Cycling |
| Type | Intervention |
| Impact | Health, Environmental sustainability |
| Status | Completed |
| Target Group | General population |
| Evaluation | Yes |
| Level | Local |
| INHERIT Perspective | This project has the potential to improve health through increasing physical activity levels and decreasing exposure to air pollution and noise. It has the potential to contribute to global environmental sustainability by decreasing car traffic and hence, air pollution emissions and noise. It has a clear emphasis on changing behaviour and raise awareness. It may have an effect on vulnerable groups by creating less pressure to “afford” a car and hence, money saved. Since the project has interactive parts, such as meetings, it may also lead to some form of improved integration/social engagement. |
| Detailed description PDF filename | Download file |
| Relevant links | http://malmo.se/download/18.6e1be7ef13514d6cfcc800036835/Utv%C3%A4rdering+INGA+L%C3%96JLIGA+BILRESOR+2008.pdf |
| Contact | linda.medberg@malmo.se |
