Transcript Folie 1 - Asstra

Protecting the climate: the challenge of
communicating the role of Public Transport
5th International Workshop on Communication
The Green Lane!
3-4/12/2009, Palermo, Italy
Dr.-Ing. Claudia Langowsky
General Managing Director
Association of German Transport Companies (VDV)
VDV performance data
 VDV public transport companies carry
 26.4 million passengers daily of a total
28.5 millions
thus keeping
 18 million journeys by car away from German roads.
 The volume of rail freight transport by VDV partner companies
amounts to
 650 million tons per year,
if they were to be transported by trucks, there would also be
 approx. 77,000 fully loaded heavy goods vehicles on
German roads.
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Climate policy goals
 Germany wants to be a pioneer in climate change policies. Its
goal is to keep global warming within +2°C.
 In 2008 Germany decided to reduce CO2 emissions by 40%
from 1990 by 2020.
 This means
 270 mil. t less than 2005
 The contribution by the
transport sector: 40 mil. t CO2
less than 2005
 a 20-25% reduction between
2005 and 2020
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Significance for each of us
 2010–2050: average emission quotas of the total CO2 budget of
approx. 2.7 t CO2 per capita
 Starting from 2050 the total CO2 budget per capita and per
year will be 1 ton
 1 ton CO2 means approx. 1 liter petrol per capita/day all over
the world
 For what purposes will we use it?
 To heat our homes? To produce food? For shopping? For
mobility?
Source: WISSENSCHAFTLICHER BEIRAT DER BUNDESREGIERUNG GLOBALE UMWELTVERÄNDERUNGEN (WBGU):
Kassensturz für den Weltklimavertrag – Der Budgetansatz
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Significance for each of us: Mobility budget
We can either choose:
 1,000 kms with a C-class Mercedes?
or
 3,000 kms by bus or rail?
or
 To walk or cycle thus using our CO2 budget for other
purposes?
or
 to move freely thanks to CO2 free mobility
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Buses and Railways = Problem solvers
 Buses and railways already
allow Germany to save 15
million tons of CO2.
 A percentage of modal shift
would save another million
tons.
 Goal:
 to show politicians the
performance and potential
of LPT
 Political decisions in favour
of a modal shift.
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Strategy
Integrated communication using different channels:
 Interacting with politicians
 Media articles reach politicians indirectly
 Partner companies bring the message to the people and to local
policy-makers
 Advertisements at a national level that are adapted to local
needs
 Passengers promote local public transport
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Interacting with politicians
At the outset of the 2005 campaign:
 Former Federal Health Minister Ulla
Schmidt, alpine climber Reinhold
Messner and former VDV President
Günter Elste reward passengers for
their environmentally friendly
behaviours.
 ARD and ZDF are there with their
cameras for the event.
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Interacting with politicians
 On February 21, 2008 German
MPs used buses and trains. A
sign of climate change
awareness.
 They were:
Dorothee Bär, current deputy
secretary general of CSU;
Katherina Reiche, current
deputy Environment Minister;
Philipp Mißfelder, current
foreign policy speaker for the
CDU/CSU parliamentary group
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The media reach politicians indirectly Meseberg
 On August 23, 2008 the federal
government held a meeting in
Meseberg. Top issue: climate
protection.
 VDV used a hydrogen-powered
shuttle to transport journalists.
 Federal Environment Minister
Sigmar Gabriel wanted to use it
but in the end he did not feel like.
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The media reach politicians indirectly Meseberg
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The media reach politicians indirectly
May 10, 2007
 Surveys can offer the opportunity to
convey a message.
 In this case 15% of respondents shifted
from cars to buses and trains.
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Partner companies as multipliers
We offer:
 Samples of press releases
 Diagrams and data
 Background information
13
Advertisements reinforce the message
VDV
advertisements are
published in
political journals
and magazines
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Partner companies modify the advertisements
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The advertisements are published in other
magazines
A success in other competent
circles too
 On March 17, 2008, the
advertisement becomes the „Ad
of the Week“ in the well-known
media magazine „Kontakter“.
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Passengers as ambassadors
Election year 2009:
 Video competition „On
board, please – election ads
for buses and trains.
 Why do passengers choose
buses and trains everyday?
 Over 30 videos received.
 Top Ten videos were sent to
all candidates for the Federal
Parliament to highlight the
role of LPT.
 Environmental performance
was the main issue of the
videos.
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Passengers as ambassadors
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Good results that can be further improved!
 Between May 4 and 29, 2009,
the research institute forsa
conducted a study on behalf of
VDV on how the campaign
„Damit Deutschland mobil
bleibt“ was perceived by
German policy-makers.
 250 candidates for the 2009
general elections were
interviewed using CATI
technology.
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Thank you for your kind attention!
Dr.-Ing. Claudia Langowsky
General Managing Director
Association of German Transport Companies (VDV)
Email: [email protected]; Tel.: +49 221 57979-101