Kestävän liikkumisen arvopohjainen kampanjointi

The aim of the Kestävän liikkumisen arvopohjainen kampanjointi (‘Value-based sustainable mobility campaigning’) project is to promote walking, cycling and public transport by drawing on previous research into the values and background factors that influence residents’ mobility choices, such as age, gender and socioeconomic status.
The project addresses the need to understand and effectively reach the different target groups. Particular attention is given to the mobility of children and young people, as well as the development of sustainable travel chains, both of which play an important role in achieving climate targets. We also recognise that climate-based arguments are not effective for certain target groups when promoting sustainable mobility. Instead, factors such as gaining extra years of life through muscle-powered movement or the features of electric cars tend to be more appealing. The campaign combines innovative communication methods with a value-based approach, increasing the project’s impact and relevance for a wide range of user groups.
The project will feature four different communication campaigns. The campaign ideas are:
1. A marketing campaign for cycling, designed to motivate Vaasa residents to cycle through role model messaging. The campaign will be carried out in collaboration with a Vaasa-based sports team. Implementation over the summer and autumn.
2. Buses run on banana peels. The campaign focuses on the carbon neutrality of public transport and the benefits of biogas. The concept uses bananas and biogas production as everyday examples, and highlights the ease of integrating travel chains. Implementation in the autumn.
3. Walk for more years of good health. The campaign will be linked to the walking group of the city’s Sports Services. Through the group and marketing, ‘move mentors will be recruited to lead the walking groups. The group(s) will continue walking indoors over the winter. The campaign will also feature a challenge card. Implementation over the summer, autumn and winter.
4. The cutting edge of electric vehicle technology. The campaign showcases new low-emission technologies through the city’s electric car-sharing vehicles. Implementation over the autumn.
In addition to the campaigns, a resident survey will be conducted to assess how effectively the campaigns have reached residents and how they have influenced their mobility choices.