Feel good mobility

Solution

... Car and plane, the two transport modes with the highest co2 emissions make up more than 80% of total traffic performance inGermany.  It is essential to achieve shift of traffic onto more CO2-friendly transportation alternatives.


According to DB, the choice of transport mode is determined primarily by price, comfort and availability. To date, carbon footprint has played only a secondary role. This means paying more, or the environment, are unfortunately not enough motivators for people to switch to public transport, walk or cycle.

This idea is therefore creating a new way to look transportation, a new way of communication, to get people to shift, while considering nobody has to pay more, do radical lifestyle change, or even learn about carbon footprint, to help the environment. Objective is to convince the public to consider all options and making this shift.

 

Introducing the �stress free, feel good factor� to transportation logistics as a new key motivator.

A new way to look at transportation, it may potentially make you feel better

 

high co2 = higher levels of stress, higher health risks

lower c02 = lower health risks, lower stress

 

the lower c02, the happier, better life you live


Unbelievably, just by changing or slightly combining your transportation mode, you can improve your overall health and emotional well being!

Leaving the car at home once or twice per week, or on weekends could mean getting healthier, as walking and cycling have proven benefits, contact with nature reduces stress, a train ride really provides a little time to read and relax before work, perhaps even helping lower your blood pressure. Transportation choices can really impact the quality of your life. Why not, make better choices, get increased health and  happiness.

 

Flying, driving alternatives means just the opposite. The higher C02,  the higher the stress. Unbearable traffic, car repairs, insurance, taxes and road tolls, finding parking space, parking costs, gas costs, accidents, delays and crowds at airports, new hassles at airport security, all are stress causing factors. More time in the car, means less time moving, exercising, which causes health problems.

 

We are not asking people to stop using their car, we just want them to feel better, happier and healthier, by simply considering other mobility options in any combination convenient to them, and introduce them into their life routine.

 

Walk and cycle:

Tone muscles, get fit, lower body weight, lower blood pressure, reshape body, feel more attractive, stress relief, contact with nature, breathing fresh air, having fun, share time with friends, family, and gain more focus at work, at life.

 

Bus and Train:

Instead of driving, catch them every now and then, and be hands-free to work, read the paper, or finish that book you never could. Talk to people, more social, sit back, do nothing, relax, stay with your thoughts, forget traffic... plus, you have to walk to stations....that means healthy exercise.

 

Facts:

  • A passenger train consumes practically the same amount of current or diesel regardless of the number of passengers it carries
  • the more people who use these trains, the lower the specific energy consumption by each individual passenger.
  • Each car trip that is replaced by a train journey therefore directly reduces both the individual�s and the national carbon footprint.
  • DB rail passenger transport alone consequently relieves the environment of 5.9 million tones of CO2 � year in, year out.

 

This figure is so important but for majority of people it still does not resonate. Car goes out to the highway every day. There is no visible or concrete C02 impact on people�s life.. yet. People do not feel accountable.

 

So I propose personal health and well being to become motivators to make a switch/alternate to lower C02 mobility options. 

 

Visuals:

  • no complication. C02 simply related to �feeling good�. A new way to look at transport options and a new way to understand CO2. The lower the CO2, the better you feel. Let�s show less, and only color, and a few transport comparison concepts.
  •  In the chart, C02 levels go from black to green instead of numbers and are co-related with levels of stress/happiness.
  • Buses and trains are not 100% green, but in the approximate shade.  It doesn�t need exact position, numbers or complicated figures
  • Using a happy face, not the usual yellow....but green. All we need is an inexpensive object with expression of happiness and well being.
  • I chose balloons for ease and visibility, to be tied up in bikes for rent, at stations, and other important points

Visuals are just ideas suggestions, strategy is  the definite contribution of this idea 

 

Mechanics:

  • Balloons tied up in call-a-bike rentals, all bikes have messages reminding exercise feels good, biking is fun.
  • Stickers in all train/bus ticket machines, reminding is a better choice to take the ride
  • Stickers on stations and train windows with feel good/C02 chart
  • Feel good local mobility maps and real time web and app(feelgoodmobility.de)  for info on the �low stress way to go!"
  • A nightly light show on DB�s building with feel good messages (powered by solar power, of course)
  • Balloons in parks, walk trails, unexpected places, reminding walking makes healthier, happier human beings
  • DB cares for your well being messages in back of balloons, well being is ALWAYS linked to use of public transport, and walking/cycling

I do not speak German, nor know the culture, so I am unable write exactly the right witty local copy for balloons ...but I would highly recommend a degree of wit and 100% local expressions.

 

Hard to expect people will be that much interested in visiting the eco-program�s website, so to deliver the message that DB is environmentally preoccupied and takes actions, it is perhaps better to create BTL communication that focuses on people, and not only brand. Press, community and public opinion would sure take notice of real, factual, truthful result producing efforts like feel good mobility from DB.

 

In the background, all this �feel good� mobility effort would definitely help climate change by lowering CO2 levels, but we sure don�t need to say it to people in those terms....not so literally.

C02 footprint what? Who wants to listen!.... let�s get personal, let�s show trains, buses, walking and cycling  can potentially make you happier and healthier!

 

: )