This is an awesome video about Malmo, a city in Sweden. They discovered that half of tips under 5km are done with a car. So they decided to make this social marketing campaign to encourage biking among their citizens.
To put in perspective, for a regular jogger, 5km can be traveled in about 30 minutes on foot. At a very easy pace, I can cover 5km in less than 20minutes on a bike. I'm sure this is also the case in Metro Manila. Car owners would opt to bring their cars to destinations that are ridiculously short because for them, that's the more convenient choice regardless of the repercussions to the environment and to ones personal fitness.
The campaign has been a massive success. In the film, above, you can hear all about how and why the campaign started. I like how they turn the tables in their marketing. Directing confronting that very simple fact that using cars for short trips in their city was - ridiculous.
They invited people to write down a description of their short car trip in the hopes of winning the Most Ridiculous Car Trip title - and a new bicycle of course.
The film is also a fine infomercial about the city and their visions of the future, including their goals for increasing bicycle traffic. In 1995, the modal share for bicycles was 20%. Today it is 30%. They increased their bicycle traffic by 1-2% each year. Brilliant. The reason for the increase is not just campaigns but also a sensible investment in separated bicycle infrastructure. The city now has around 420 km of bicycle infrastructure.
[via Copenhagenize.com]
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