Initiative RadKULTUR

Baden-Württemberg has been campaigning to promote modern, sustainable mobility. The idea is to bring about a clear increase in the share cycling has in the mobility mix. Since 2012, the RadKULTUR initiative has been one of the central measures of this federal state in the promotion of a bicycle-friendly mobility culture. In close collaboration with municipalities and enterprises, and with the support of a partner network which is growing all the time, the initiative gives people a chance to gain positive experience of bicycle travel. The message is this: that it is perfectly possible to be modern and mobile on a bicycle in everyday life.

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ifok designs effective communication and implements it together with its partners

Together with our partners ‘die wegmeister’, we are responsible for the strategic and conceptional orientation of the RadKULTUR initiative. We continue to develop it further as a learning campaign. With creative co-creation approaches, precision multiplier work and local and state-wide campaigns and competitions, we make sure that it is effective at local level. To do this, we carry out active media work, set up networks, advise employers and municipalities on measures that can be taken to communicate the advantages of bicycle traffic, and then implement them together.