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Implementation
In Italy, it is absolutely necessary to relaunch the use of bike especially in the smaller towns, which were build before mass motorization and mostly present ideal conditions for bike mobility. This can be done by positive images, showing the beauty und the pleasure of riding the bus or using the bicycle. In a country where aesthetics counts a lot, beauty of images and of messages is fundamental to convey positive emotions. Therefore, Ökoinstitut Südtirol/Alto Adige carried out various activities for bike mobility in Bolzano/Bozen:

a new corporate identity for the bicycle city of Bolzano, (creating new image)

a new marketing-oriented traffic system for bike mobility along the bike lanes, (creating new image)

a new city map with the bike mobility system (20.000 copies), (creating new image)

various campaigns (big prints in the city and bike ads on busses), (let pictures speak)

big bike event "bolzanoinbici - FahrradBozen" with more than 6.000 participants (Cycling is rewarding)

the action "Collecting green miles" in schools with 50.000 bike postcards and about 6000 participants all over South Tyrol.(fun for children

With a modal split of 17,5% average per year and 24,4% during the week in summer, the use of bike in Bolzano/Bozen is already significant and is generalized, with no differences between sexes and ethic gropups, and insignificant differences between age groups.

Therefore the target groups were:

All inhabitants of Bolzano/Bozen,

People coming from other cities for the event "bolzanoinbici - FahrradBozen",

Pupils in Schools for the specific actions "Collecting green miles".

A Give-Away as small documentation of some activities:

A set of 15 postcards were produced to give an idea of some images used for the activities in Trento and Rovereto (6 postcards) an in Bolzano/Bozen (7 postcards). 800 sets were printed.