The City of Malmö is located in the south of Sweden, just across the bridge from Copenhagen. It’s Sweden’s third-largest city.
The City’s bicycle office and transport department are also quite brilliant at promoting cycling. In fact, I asked one of the communications people at the City of Copenhagen’s Bicycle Office a while back whothey were positively influenced by and he replied, “Malmö” without hestitation. Followed by the Dutch Fietsersbond. Which speaks volumes.
They have had a successful campaign running for four years now called “No Ridiculous Car Trips“. They discovered a few years back that 50% of all trips under 5 km were by car in the city and they decided to do something about it.
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. Read more… and watch the video http://www.copenhagenize.com/2010/09/no-ridiculous-car-journeys-malmo-sweden.html