Mobility Management - Advertising & Promotion
Gdansk is backing its sustainable mobility efforts with advertising and promotion activities to make citizens aware of and encourage healthy and sustainable mobility choices.
Implementing sustainable mobility
The city of Gdansk is aware that if its sustainable mobility measures and infrastructure developments are to be successful, they will need to be communicated. The city therefore decided to develop promotional and advertising activities to make people aware of Gdansk’s participation in CIVITAS MIMOSA, and more importantly trigger behaviour change.
The main objectives of the measure are to:
>> Promote sustainable modes from an angle of citizens’ health; and
>> Inform citizens of the availability of recreation facilities and encourage their use.
The measure is mainly targeting adult inhabitants of Gdansk to animate them to use the city’s newly opened recreation facilities, such as the Tricity’s seaside bicycle path to enjoy better health. The facilities are a short distance from the city centre and close to a number of large residential areas. Information and promotion campaigns are to convey where citizens can do sports and what the facilities include.
How is the measure progressing
Besides the dissemination of promotional materials, Gdansk organised an event called “Biking Safely” on 30 May, 2010 to promote healthy living. The event kicked off with a bike parade and included a range of other activities, such as a traffic rules competition run by the police, bike shows, cycling license exams for children, bicycle clinics, and much more. In 2011, Gdansk will repeat the event. This time, attractions will include live bands and a bicycle cinema by the sea.
In cooperation with the Pomeranian Association Common Europe, Gdansk also organised “Bicycle Fridays” to promote cycling, and Poland’s first Mobility Conference, where the CIVITAS measures were presented to professionals from Poland and all over Europe. Gdansk also promoted its participation in CIVITAS during the “City Hall Open Day”.
What are the expected results of the measure
Gdansk expects that the advertising and promotion activities will result in:
>> Spontaneous recall of campaign topics of 20 percent; and
>> Prompted recall of specific campaign items of 40 percent.
Contact: Malgorzata Ratkowska
