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.
An overview of the project
- Partner :die wegmeister gmbh
- Duration :since 2016
- Keyfacts :>30 funded municipalities
- 10 employer’s cooperation schemes
- CYCLING IN THE CITY: >200 active municipalities
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.
PR & campaigns
The RadKULTUR initiative has set new standards as the first state-wide campaign for communication on all aspects of cycling, and until today it has remained a shining example of the successful communication of the benefits of bicycle traffic in a Germany-wide context.
With more than 500 campaigns in and with municipalities and employers, RadKULTUR has made the joy of cycling something that can be experienced at local level.
With our personal approach and consulting, we have managed to multiply the number of towns and communities participating in CYCLING IN THE CITY by six in just three years.