Two campaigns towards students and employees of the University of Parma. A targeted campaign addressed to the students (30.000 students) and a campaign to increase the number of employees who go to work (1,000 teachers and 1,000 employees) started in June 2012 and will last until September 2012. We created a young catchline to improve the image of the bicycle with testimonials belonging to the University world. We affixed posters and we distributed cards at the University in all districts, libraries, car parkings and canteens for a total of over 10,000 pieces.
-A communication campaign aimed at all road users through the distribution of the “Decalogue of the cyclist” containing the main rules to avoid traffic conflicts with cars and pedestrians (5.000 pieces).
-Launch of the new facebook and twitter pages “gente che pedala” (
www.facebook.com/gentechedpedala - @gentechepedala) where cyclists can find news, meetings and contests about the world of cycling.
-"Bici antismog": the target were the students of primary school (aged 6-10) for a total of 250 children. In the contest named “Bici antismog”, developed in cooperation with FIAB, each child received a card which the teachers affix a sticker on every time he goes to school by bike. Special prizes were given to the best pupils and the best classes.
-“Changes in life”: our targets were new tenants and new University students. For the former, in the Annual Meeting of Realtors (March 2012), attended by 70 real estate agencies of Parma, we distributed about the cycling network and the bike-sharing service (2.000 “welcome pack”). Real estate agencies will give a package to each new tenants in Parma. During the “Open Day of University” (April 2012) we gave the new students a “welcome pack” (1.000 pieces) with information about the cycle network and the bike-sharing service. In addition, we provided suggestions on sustainable mobility to the authors of the guidebook called “Parma in Tasca”, which annually informs students with all the information regarding the city. This guidebook is distributed to all students (20.000 pices) for free.
-"Mobility Coaching": ten lessons of mobility coaching aimed at the employees of Municipality of Parma and ten lessons aimed at the employees of University of Parma.