#getonyourbike

For the Environment, Recreation, Mobility Transition – and the Bicycle Industry Association (ZIV)

Task

A leaked draft amendment to Germany’s Federal Forest Act proposed to ban or severely restrict cycling in forests.
Such a measure would have significant impacts on tourism, recreation and the bicycle industry.
The campaign’s aim: mobilize all stakeholders quickly against the proposal.

The Campaign

The multimedia campaign #aufsRadsetzen (#getonyourbike) was ready to do just that if the draft wasn’t revised.
Designed for rapid activation via members, retailers and cyclists, it could generate strong pressure. Its clever setup also allows for long-term use: beyond short-term mobilization, it promotes acceptance and sympathy for cycling as a key component of the mobility transition.

Result

As of July 2024, the draft is being revised. Meanwhile, #aufsRadsetzen has evolved into a long-term communication platform for ZIV, uniting all messages about cycling in nature and cycling as part of sustainable transport.
ZIV is campaign-ready at any time.