Communication campaign and programme management for the promotion of cycling in Baden-Württemberg

The RadKULTUR initiative, launched by the Baden-Württemberg Ministry of Transport in 2012, promotes a bicycle-friendly mobility culture in Baden-Württemberg.

Statewide, regionally and locally, we have implemented various communication modules since 2016 together with the consulting agency ifok in close cooperation with local stakeholders, ranging from classic advertising to participatory promotions and major events. In this way, the campaign is helping to permanently change mobility behaviour in the state and increase the share of cycling as the chosen form of mobility.

Together with now 17 supported cities and districts, the RadKULTUR initiative offers a variety of opportunities to make the benefits of cycling available at the local level.

With nationwide promotions, formats and modules - also for companies - the initiative makes it possible to experience the enthusiasm of cycling locally, promotes the fun of riding and motivates people to get on their bikes in their everyday lives without a second thought.

The campaign portal radkultur-bw.de, designed and implemented by us, combines all relevant information, offers and activities.

The digital presence is complemented by full management of the campaign's social media activities. From the development and implementation of all text and graphic content to editorial support.