Detailed description (English): In the framework of European Mobility Week 2022 in Ljubljana, a special awareness-raising campaign with thoughtfully composed messages and creative images was launched to highlight the importance of road safety and sustainable mobility, especially among schoolchildren. The campaign is entitled »poZOOr!: bodi vZOOren, bodi poZOOren«, which means »attention: set a good example, be aware/attentive”. It was developed by the City of Ljubljana and its Road Safety Council, Ljubljana ZOO and the public passenger transport company Ljubljanski potniški promet.
The campaign includes creative illustrations of the animals that can be perceived as role-models, as they were born with specific protective characteristics, e.g. armour, warning colours, reflective eyes. These “inventions” of Mother Nature remind us that people can use equipment, items or tools with similar qualities to protect themselves or draw attention to themselves in traffic. For instance, a zebra reminds us to cross the street at the zebra crossing, a turtle exemplifies the use of a helmet, a tiger represents the use of reflective objects to increase visibility, and an elephant, as a large animal with small footprint, represents similarity to a bus – a large vehicle with smaller carbon footprint per passenger.
The activity was disseminated on several occasions and via various communication channels: launch event and mobility workshops for school children during EMW (and attended by 1.500 children), exterior of city buses, outdoor advertising, digital and other channels, at schools and kindergartens, etc.
Detailed description (original language): V Evropskem tednu mobilnosti 2022 smo v Ljubljani izvedli kampanjo »poZOOr!: bodi vZOOren, bodi poZOOren«, s katero opozarjamo na varno in spoštljivo vedenje v prometu ter puščanje čim manjšega ogljičnega odtisa ob premikanju po mestu. Dejavnost smo v Mestni občini Ljubljana zasnovali v sodelovanju s Svetom za preventivo in vzgojo v cestnem prometu MOL, z živalskim vrtom ZOO Ljubljana in z javnim podjetjem Ljubljanski potniški promet.
S kampanjo naslavljamo predvsem otroke do 12. leta starosti. Njen namen je ozaveščanje o varnosti v prometu, spoštovanju prometnih predpisov in uporabnikov prostora ter prometni kulturi, pa tudi promocija trajnostne mobilnosti. Predvsem gre za vizualno in sporočilno dovršeno akcijo, v kateri so v ospredju ilustrirane živali, ki so lahko naši vzorniki v prometu, saj jim je narava za zaščito podarila na primer oklep, svarilne barve, svetleče oči ob stiku z lučjo ipd. Ti »izumi« narave so nam za zgled in nas spomnijo na to, da lahko predmete, ki jih je izumilo človeštvo, uporabimo za lastno zaščito (npr. čelada, žive barve oblačil, kresničke …): zebra na primer opominja na prečkanje ceste na prehodu za pešce, želva na čelado, tiger na uporabo odsevnih teles, slon na majhen odtis ipd. S sporočili smo opremili mestne avtobuse LPP, oglasne vitrine po mestu, transparente, plakate, družbena omrežja in druge komunikacijske kanale, obvestili vse ljubljanske šole in vrtce. Pripravili smo otvoritveni dogodek z bogatim programom in celotedenske delavnice v živalskem vrtu, ki se jih je udeležilo okoli 1.500 otrok. Kampanja bo trajala 3 leta.
Target group(s): The main target groups were children up to 12 years old, kindergartens and elementary schools in the City of Ljubljana, but also other participants in traffic, road and public space users. The city buses were equipped with stickers to draw attention of the car drivers in order to make them more alert about children on the road, but also to make them re-think their travelling habits, and, ultimately, change their car for a transport mode with a "smaller" carbon footprint. Other communication channels were used to spread the message about the benefits of sustainable mobility and road safety.
Objectives: Following the "Vision Zero" strategy (to eliminate all traffic fatalities and severe injuries, while increasing safe, healthy, equitable mobility for all), the main objective of the campaign is to increase road safety in the City of Ljubljana. It aims at improving travelling habits and behaviour by influencing people’s choices and decisions with regard to transport modes, equipment, clothes, following traffic and social rules etc. It focuses on educating and raising awareness about the afore mentioned topics, and the fact that we can all contribute to safer roads for all.
Partner: - City of Ljubljana (municipality, public administration)
- Road Safety Council of the City of Ljubljana (expert advisory body to the representative department of the City of Ljubljana; 13 members from various institutions - City of Ljubljana, City Council, traffic wardens, the Police, road safety organisations, non-governmental organisations, public transport provider, maintenence sector ...)
- Ljubljana ZOO (public institution, founded by the City of Ljubljana)
- Ljubljanski potniški promet (public company; public transport provider)
- schools and kindergartens of the city of Ljubljana
Slovenia