#getonyourbike

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

Task

A draft of an amendment to Germany’s Federal Forest Act was leaked. It proposed banning or severely restricting cycling in forests.
If implemented, this would significantly impact tourism, recreation and the bicycle industry.
The campaign’s goal: mobilize all stakeholders quickly to stand up against the proposal.

The Campaign

The multimedia campaign #aufsRadsetzen (#getonyourbike) was ready to do just that if the draft wasn’t revised.
Through immediate activation of members, retailers and cyclists, it was designed to apply pressure to political decision makers. Its clever setup also allows for long-term use beyond short-term mobilization: it promotes acceptance of cycling as a key component of the ecological transformation of mobility as a whole

Result

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