From "Bügle" to "Fyrabe": Bernese bicycle campaign launched
Since the weekend, the first two poster sujets of the bicycle campaign 2018-2021 created by Feinheit can be seen in the city of Bern. Together with a good and safe cycling infrastructure, the campaign aims to encourage even more Bernese to switch to cycling.
"Zäme ga bügle" and "Zäme i Fyrabe" - two of countless ways in which cyclists can get out and about on their bikes in Bern. And with these two poster subjects, the three-year bicycle campaign of the city of Bern started this weekend with "Bärn mit em Velo". The campaign aims to increase the share of cyclists in city traffic from 11 to 20 percent by 2030.
Bernese "Everyday Veloculture
The campaign, designed by the communications agency Feinheit and the Bernese Office for Mobility, plays with the "everyday bike culture" that cities like Amsterdam and Copenhagen have already successfully established. The bicycle accompanies the Bernese everywhere. Like a good friend in everyday life, it is always there. Typical activities in the city are shown - adapted to the respective season - with authentic Bernese people: for example, Susan in the Bernese Hammam and Benoît in the Effinger co-working space.
The campaign conveys the wide range of activities for which the bicycle can be a companion in the federal capital. At the same time, the subjects are also intended to be visually somewhat irritating and to inspire people to ride their bikes with a wink of the eye.
Presence in the online and offline space
However, "Bärn mit em Velo" is more than just an image campaign. In order to increase the percentage of cyclists in the city, the empowerment of the population regarding cycling should also be strengthened. Therefore, on the social media channels on Facebook and Instagram also provides ongoing information about tips and tricks in road traffic and improvements to Bern's cycling infrastructure. The campaign is also present at cycling events such as the car-free Sunday and offers test rides with the latest two-wheeled models as well as cargo bikes & co. The campaign was conceived and implemented by the communications agency Feinheit in collaboration with the Berne Office for Mobility. The contract was won in a public tender.
Responsible at Office for Mobility: Martina Dvoraček (conception, mobility expert); Martin Wälti (bicycle expert); Martina Patscheider (project collaborator). Responsible for fineness: Simon Hugi (project management and conception); Peter Haberstich (deputy project management and conception); Jon Pult (conception); Martin Schweizer (online marketing); Staff Kerkhof (online marketing); Paula Spörri (conception and graphics); Diego Borellini (graphics). Photographers: Franziska Frutiger (subject Susan); Jeroen Seyffer (subject Benoît).
