Sensitisation campaign for Sustainable Mobility and Public Space Plan in Vitoria-Gasteiz
Vitoria-Gasteiz City has launched a Global communication and sensitisation campaign. The campaign is for the Sustainable Mobility andPublic Space Plan to create a conceptual favourable perception in the citizens towards a new culture of sustainable mobility.
Under the claim I join. It’s worth it! , the campaign is led by five citizens of Vitoria-Gasteiz, of different ages and neighbourhoods that invite the whole town to join the Plan. Five different messages have been designed, with a focus on public transport, pedestrian urban trails and the use of private vehicles and bicycles, in order to get a positive culture for sustainable mobility.The campaign includes advertising in newspapers, bus shelters, outdoor advertising, on the radio and Internet, plus a proposal for internal communication within the council that will run during June and July. After the summer a second phase of the campaign will begin in order to communicate the changes that will be undertaken in the public transport network of Vitoria-Gasteiz. Citizens´ involvement in the campaign has been strong since the beginning, when a group of citizens taking part in a “focus group” were asked to approve the project, and contribute to its style and approach. Both the graphics of the campaign and the radio spots are played by people of different statuses and from different neighbourhoods, in order to engage the public. The strategic approach of the campaign focuses on four axes:Participation and involvement of citizens Media planning adapted and consistent with the objectives of the campaignCreativity, focusing on tangible benefits of the changes proposed by the PlanA continuous strategy for communication and awareness in order to achieve a favourable environment, ensuring as far as possible synergy with the Media Plan.
Author: Juan Carlos Escudero Achiaga
