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Munich, 12.05.2012

Munich, 12.05.2012. EU-Project SEGMENT - Segmented Marketing for Energy Efficient Transport Change to secondary school – Campaign “On the bike – get set – go!”. Aims of the campaign.

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Munich, 12.05.2012

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  1. Munich, 12.05.2012 EU-Project SEGMENT -Segmented Marketing for Energy Efficient TransportChange to secondary school – Campaign “On the bike – get set – go!”

  2. Aims of the campaign Many pupils in Munich travel already environmentally friendly to school: by public transport, by bike or they walk The ownership of bicycles among the children is 100% The percentage of pupils who will be brought by car is low: 9%  We would like to reach as much parents as possible (five segments), because we focus primarily on the general travel behaviour of their children  we would like to keep the high level of environmentally friendly school journeys  we would like to encourage the pupils (and their parents) to travel also in their leisure time environmentally friendly  we would like to get the pupils used to sustainable transport modes as part of a modern life style and not only an environmental necessity

  3. Messages for parents… Let your child travel independently! Munich has good cycling lanes! Mind a roadworthy bike! Trust your child! You are doing a good job making the balance between responsibility and child’s freedom! Simplify you life – let your child be self-organized!

  4. Messages for the pupils… Enjoy your freedom! You will belong to a group! Take your own decisions! Take care of your bike! Safe the world/ the climate  educate your parents!

  5. Elements of the campaign • For the parents: • Parents letter (city-wide information for all parents whose child become 10 years old) • Bike kitchen for the pupils at schools • Film “The cycling capital team” • Bicycle quiz • Cycling box • Practical unit: Safety check of the bikes by the pupils with the help of „bicycle experts“ • Checker pass • Prizes: “Mulititool”, T-Shirts, bicycle repair kit • Further training for teachers how to use the cycling box and how to practice cycling more at schools (in physical education) •  Idea of continuous promotion of cycling at schools

  6. Parents: Parents letter • Topics • Independent mobility of the children • Cycling to school • Roadworthy bikes • Cycling lanes in Munich • Tips and addresses for further information  450 copies/month

  7. Pupils: Film “The Cycling Capital Team” • Topics of the film • Pimp my bike • safety • coolness • Bicycle repair • song

  8. Parents and Pupils: Bicycle Quiz

  9. Teachers and Pupils: Bike kitchen Practical part – learning by doing

  10. Pupils: Checker-Pass

  11. Teachers and Pupils: Cycling Box Will be tested in 3 pilot schools, demonstrated at the bike kitchen with a skill course Training for teachers is planned for next year

  12. Pupils: Prizes T-Shirts for the quiz Multitool for good parents estimate in addition small prizes for skill parcours winners (repair kit)

  13. Challenges/ Open questions Find „bicycle mechanics“ who can well explain to the pupils how to check their bike Get teachers on board with only a short introduction Use of the cycling box has to be explained and demonstrated. So further training is needed for the teachers. Use of the cycling box for the 1st-3rd class is uncertain, because school directors usually don‘t like the pupils bringing their bike along before the cycling test in the 4th class.

  14. Thank you for your attention!

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