UPDATE

Furniture:

3 different kinds:

Different local situations, personal needs and tastes require different solutions. So additionally to hammocks I widend the rage to seating-hammocks and sunlounger.

Color:

I decided to change the color to an intense bright green because of the following reasons: White will soon look dirty. Besides green is the symbol-color for eco-friendlyness, an intense bright green symbolizes a fresh grown leaf and is easy to recognize even in a green surrounding.

Material:

Of course produced Co2-free.

Pillow(Kissen):

The pillows task is multifaceted: 1. It is the key-visual hinting at DB (instead of white-red colored branding)2. It works as information carrier with scannable codes and web-address. 3. Last but not least it makes the use even more comfortable and in case used on a hammock it gives orientation how to lay down.

Campain:

General set up:

The basic Idea is to install the presented seating furniture in  attractive places. Depending on the situations different kinds and amounts of it. To get more Information the pillow is used as described. Depending on the effort DB wants to invest a good way would be to install an free to use internet-access everyone can use at a GREENBREAK spots. The starting-hompage will be www.dbecoprogram.com but everybody is free to use internet on his own purpose. In this way the user has to benefits: Being supported with seating furniture in a nice place and with free internet-access.

Cooperating with cities and/or cafes:

To set up GREENBREAKES it is a good way to cooperate with local governments and or coffeehouses featured with a garden. In this way the partner is supported with some free extra-benefit he can serve his customers with and DB has a partner caring for the furniture and can support further informations like flyers e.g.

Setting up GREENBREAK in DB-Stations

Even if setting up GREENBREAKES in DB-Stations is not really a rest in nature(since the hammocks are green it is a green-brake anyhow (-:) its a very good way to promote the DB-Eco-Program. In train stations seats should be set up in places not interrupting the passenger-traffic. This can be waiting or spacious entrance areas. The simplest and best fitting solution will be seating-hammocks since they need the smallest amount of space, need just one fixing spot, are the most common to use when having a short rest(sitting) and can give an impressive picture hanging down from the ceiling like lianas.

Supporting additional information by promotion or the mentioned free internet-accesss is possible with little effort since the infrastructure is already there.

Social media:

Social Media like facebook can be used for both, spreading the information about the GREEBREAKE spots and engaging user to suggest spots to set up GREENBRAKEs (This can be also just a guide for nice places to go without any further action like installing hammocks)

Further Thinking:

A lot of airlines set up programs to reduce Co2 pollution by giving the passenger the chance to reduce their personal Co2 amount with an optional spending invested in reforestation projects for example. The benefit of these programs is that they are separated from the regular pricing-system and so reduce complexity. DB can do the same. Of course the Co2-pollution is much less then traveling by plane or car. But it is not totally Co2-free. All this information about the Co2 pollution of the different means of transportation is available with the DB-Eco-Check when booking a trip online. So it will be possible to derive the cost of reducing the Co2 amount to zero when traveling with DB. This sum is displayed and the passenger is free to spent this to the DB-Eco-Program. DB-Eco-Program will invest this in short term in its reforestation projects and in long term in renewable energy. This shows honestly that there is Co2 pollution when traveling with DB. It also shows that it is much less compared to car or plane. And last but not least it shows DB aims at zero Co2 pollution. Where is the connection to GREENBREAK? Of course a connection is not a must but it can be used as communication strategy. The Co2-free travel can be called “GREANBREAK” to emphasize that traveling with DB is like having a break (do what you want and on´t care about driving) and traveling is green (two reasons to lay back).

Picture of DB-Station: www.db.de

Grünpause (greenbreak)

The Idea

DB gives you the chance to relax in nature. At different locations hammocks are hang into trees, where everybody can lay back and relax. In the trees hang info-boards which inform about the efforts in climat-protection by DB. Optional internet hot-spots can be installed, so people can connect to www.dbecoprogram.com via their handy.

The Location

Different locations are thinkable. From city-park to the beach. Important is, that people feeling sorrounded by nature when lieing in the hammocks.

The Message

DB doesn´t just travels you from A to B but also helps to give you and future generations to be able to enjoy nature.

Additional message: One of the biggest advantages , laying back and doing what you like to do, can be communicated to: you can just lay back and do what you like to (reading, sleeping, listening, looking...) . Likewise it is possible to communicate that living environmentally friendly doesn´t mean to relinquish pleasure but the opposite to keep the pleasure for the future.

The Hammocks

Produced Co2 neutral and sustainable. Appearance in white withe a red stripe (Corporate designe + good visabillity in the green sourrounding.

Hammock could also be marketed in the db shop as an environmentalyfriendly recreational product.

The Advantages

• Quality of (urban) open space will be improved.
• No advertising character by giving a useable benefit to the users.
• „Advertising“ at an location not connected to travelling with train. Supports the message DB engages in other fields the transport.
• Adresses to a wide target group.