Zero Emission Mobility (ZEM)
The challenge
The benefits of physical mobility are well-known: walking or cycling is not only greener, it is also good for health and - in view of ever-increasing petrol prices - good for the wallet as well. There is one problem, however: although the facts are well-known, putting this knowledge into practice is a major hurdle for many people. Studies show that in many cases, the image conveyed by a mode of transport is a key factor influencing choice. Infrastructure, the time factor and assumed costs also play a role, but do not provide any direct insight into the choice of transport mode.
The solution: Zero Emission Mobility
On 1 October 2008, the Federal Environment Ministry launched the "Zero Emission Mobility" (ZEM) project. The project promotes emissions-free mobility - i.e. walking and cycling - in the local area with tools such as consumer information and image promotion. A nationwide media campaign is intended to encourage people in various towns and cities to leave their cars at home once in a while and opt for zero emission mobility by walking or cycling instead. The project is being implemented via the Federal Environment Ministry's Climate Initiative and will run to the end of 2010. The project partners are fairkehr GmbH und Velokonzept Saade GmbH.
The starting point for the project is the high CO2 reduction potential that can be achieved at local level. At present, the average German walks no more than 600 m outside the home every day and covers around 1 km by bike. According to the Institute for Energy and Environmental Research (IFEU) in Heidelberg, doubling the distances travelled on foot and by bike could produce savings of 1.5 million tonnes and more than four million tonnes of CO2 emissions respectively for these two modes of transport.
The advertising campaign
A Europe-wide competition was launched, with well-known agencies being invited to present a media strategy which will apply on a uniform basis to Germany as a whole but will be implemented at local level. The competition winner is the Tinkerbelle Advertising Agency. The strategy was unveiled at an event in Berlin on 31 March 2009. The information and consumer advice campaign developed by the agency will flank and support local activities.
Municipalities and partners
The campaign is implemented at local level, involving close cooperation with the municipalities and with existing institutions and initiatives. A competition will take place annually, and all the German cities and municipalities, districts and other local authority associations can apply to participate in the scheme.
