One means of promoting cycling is to set up cycle lanes. Cyclists have priority on these and motor vehicles, if permitted, are only guests. Although bicycle roads have been part of the road traffic regulations since 1997, many road users are not familiar with the concept and the traffic rules. In 2016, during the preparation of the research report “Safety assessment of bicycle streets and the opening of one-way streets”, the accident research of the insurers carried out a road user survey in bicycle streets. It emerged that 26% of all road users surveyed did not know that they were currently on a bicycle street. The proportion of motorists was significantly higher at 33%. The same survey showed that there are very large gaps in knowledge about the applicable traffic regulations in bicycle streets.
The city of Cologne is planning a large-scale information campaign in order to increase knowledge about bicycle roads and the rules that apply there and to reach a large number of people. The broad mass of citizens should be addressed through as many channels as possible:
For this purpose, your own logo and website are to be created. A video film or an image film should be created. Furthermore, we would like to produce a radio spot. B. many drivers can be reached. A cinema spot is to be placed in Cologne’s larger cinemas in order to reach so many people at once and, above all, people who are not from Cologne. A city-wide poster campaign is intended to attract attention. Citizens can be informed at information stands and at events with flyer campaigns.
Give-aways with a corresponding print arouse interest and increase the presence of the rules in the everyday life of the population.
A cooperation with a prominent ambassador should ensure more attention and help identify with the topic.
Asphalt stickers placed directly on the roadway in the streets are intended to educate the user of the street directly on site. Banners in the street area should also draw attention to the rules. Construction site signs are intended to inform citizens of what is going on there and what changes are in store for them before and during the conversion of the street into a bicycle street. Local campaigns and direct addressing of road users with a promotional gift (e.g. printed bread roll bag or saddle cover) are intended to increase acceptance and awareness.
In all media used, the citizens should receive a quick and easy-to-understand overview of the rules that apply in bicycle streets. There should also be increased emphasis on on-site communication in the bicycle streets in order to inform the user of the street directly about the bicycle street. On the one hand, the project has a direct effect on site, but it also educates people in the long term so that, even when they are next on a bicycle street, they remember the relevant rules without additional advice.
The project management of the campaign is to be carried out by an external office in close coordination with the city of Cologne. The external office is to design a comprehensive marketing concept for this. On the basis of a developed basic design, the contractor should work out a brand design that is used for the various communication products (print products, poster advertising, give-aways, signs, etc.). For this purpose, the office should develop a design guide to ensure uniformity and recognition value.
The external office should closely accompany and coordinate the entire communication campaign.
In addition to all measures that take place “outside”, a website is to be implemented in the city’s website www.stadt-koeln.de. Interested citizens should be able to find out more about bicycle routes here. In addition, the video spots and graphics are to be made available so that they can be viewed again and shared on social media. Interactive elements such as a quiz would also be conceivable. In addition, information about newly established bicycle roads can be found on this website. The external office should create a concept for this website and, if necessary, provide images. The website is to be implemented and maintained by the press and public relations department with the support of the municipal press office. In addition, an editorial plan must be drawn up for accompanying posts on social media (Instagram, Facebook, Twitter).
The aim of the campaign is to increase the level of knowledge and acceptance of bicycle roads. The aim is to increase road safety and increase the proportion of cyclists. In order to check the effectiveness of the project, random surveys should be carried out and an evaluation should be carried out at the end of the project. Traffic counts are an integral part of the establishment of bicycle roads. With the knowledge gained from the campaign and the evaluation, a guideline for action is to be drawn up that can also be used by other cities and municipalities in order to increase awareness of bicycle roads among the local population.
–
