New mobility – moves sustainability

The Baden-Württemberg Ministry of Transport has set itself ambitious targets: By 2030, the transport sector is to emit 55 per cent less CO2 than in 1990. For this to succeed, mobility in the state must change on the one hand. On the other hand, people must also change their behaviour and adapt their habits. In concrete terms, this means that car journeys must be climate-neutral and as many journeys as possible must be travelled actively – i.e. on foot or by bike.

There are already numerous new mobility options in Baden-Württemberg, so it has never been easier to be environmentally friendly when travelling. The ‘New Mobility’ campaign has the task of making these sustainable options visible and inspiring people to make the switch.

Whether bike sharing, train services or e-charging stations: with the ‘New Mobility’ campaign, we are motivating people throughout Baden-Württemberg to switch to sustainable mobility options. © 2023 Ministry of Transport Baden-Württemberg CC BY-SA

Project

Client

Whether bike sharing, train services or e-charging stations: with the ‘New Mobility’ campaign, we are motivating people throughout Baden-Württemberg to switch to sustainable mobility options. © 2023 Ministry of Transport Baden-Württemberg CC BY-SA

The project in detail

  • Partner :die wegmeister GmbH
  • Duration :2021 – December 2024
  • Keyfacts :Communication strategy for sustainable mobility
  • Establishment of a service center
  • Creation and production of communication materials
  • Event management

ifok makes new mobility services visible locally

Together with our partners ‘die wegmeister’, we provide the Ministry of Transport with strategic and conceptual support for the campaign. We use a variety of campaigns to get people in Baden-Württemberg excited about sustainable mobility options.

The “Hier-bei-Dir” (in-your-neighbourhood) messages draw attention to new local offers: we inspire citizens to try them out with social media adverts, large-scale posters and direct mailings. A service centre supports providers and local authorities in promoting new mobility services. It contacts the stakeholders, draws their attention to the opportunities for advertising and coordinates the communication measures with them. At events such as the Bundesgartenschau (Federal Garden Show) 2023 in Mannheim or the ‘Familie & Heim’ trade fair in Stuttgart 2024, we reach a wide variety of target groups. At our stand, we not only convince them in personal conversations, but also make the switch to sustainable modes of transport a fun experience – for example with themed photo boxes and lucky bikes and cargo bikes on site.

As part of the campaign, we also provide information about funding opportunities for e-mobility – not only for private individuals, but also for local authorities and companies. We have developed a communication strategy and measures to promote the expansion of e-mobility in Baden-Württemberg. We are in regular dialogue with stakeholders and, for example, organised and moderated an event on the topic of e-buses with representatives from districts, municipalities and transport companies for the ministry.

ifok services

Our Successes

The team has created over 450 communication materials. Through flyers alone, we have informed citizens in over 500,000 households in Baden-Württemberg about new, sustainable mobility options in their immediate neighbourhood since 2022. We were also able to reach local citizens with billboards, social media ads and press releases.

The service center was able to advise numerous providers on how to increase the visibility of their sustainable mobility offers: The service center has been contacted more than 1 700 times so far.

At the information desk at the “Bundesgartenschau” (German federal garden festival) 2023 in Mannheim, the ifok team was able to get people of all ages excited about sustainable mobility: In total, more than 3 000 people visited the information desk.

Over 3 700 people participated in a survey on e-mobility and reported their experiences with e-mobility and charging infrastructure. The results are now being incorporated into further measures to expand e-mobility.

Impressions

Hands-on activities such as the colourful cargo bike for taking photos got young and old excited about sustainable mobility in a fun way.
Over 3000 people visited the New Mobility information stand at the “Bundesgartenschau” (German federal garden festival) 2023.
Direct mailings inform citizens about new mobility offers in their neighbourhood.
Large posters are clearly visible in public spaces and show which new mobility offers are available in the neighbourhood.

Your contact persons

Portrait Yvette Richter

Yvette Richter

Member of the Management Board | Communications and Campaigns

Phone+49 6251 8263-133
Emailyvette.richter@ifok.de

Annika Lauer

Managing Consultant | Public Campaigning

Phone+49 30 5360 77-59
Emailannika.lauer@ifok.de

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