The City of Göteborgs has challenged public authorities and private companies in the Göteborg Region to participate in an action to promote alternatives to travelling by car to and from work. The approximatly 200 workplaces that have taken on the challenge are encouraging their emplyees to visit the web site www.nyavagvanor.se and there promise not to drive a car to and from work during the campaign week, connected to the European Mobility Week. This is the main event and will reach up to well over 100 000 employees through their employers. Each company or authority organize their own internal campaign, but extensive support is given, e.g. by checklists, posters, signs, give-aways, PowerPoint-presentations, brochures, banners for web site and graphic elements. The action has a potential to significantly reduce emission from car transports during the campaign week, and also hopefully in the future, when more people discover alternatives to drive a car to and from work.

Several special events where bicycling is encouraged will be held at workplaces that participate in the challenge.

As a support for the main event described above, a massive publicity campaign will be launched in connection to The European Mobility Week. The campaign will be built up around events in different parts of Göteborg, supported by advertisements, billboards and by a PR-campaign.

During the campaign week, public breakfast seminars will be held each weekday morning, covering the following themes: “New speed limits – good for whom?”, “Who decides what will become of our cars?”, “How will the Climate Conference in Copenhagen affect us?”, We make place for more train commuters”, “Is Göteborg a good city for bicycles?”