BIKE TO WORK 2013 POST-EVENT SUMMARY REPORT

Transcription

1 BIKE TO WORK 2013 POST-EVENT SUMMARY REPORT

2 Graphic design: EKD studio, Auto*Mat, o.s., Prague 2013 BIKE TO WORK 2013 POST-EVENT SUMMARY REPORT

3 do práce na kole 2013 do práce na kole 2013 Introduction general information about the project Bike to work 2013 was a project organized by a civic organization Auto*Mat in spring 2013, focussed on employees and employers in the Czech cities and towns. How we move about through our cities and countries has a major influence on our lives and its quality. More than a third of all daily journeys are regular commutes to, from and during work. Therefore, the main aim of the Bike to work campaign is to influence the commuting habits of city inhabitants and increase the use of bicycles for regular journeys to work and from work. Auto*Mat s long-time aim is to motivate people to commute using a combination of public transport, walking and cycling. This together with a sensible way of using cars is (in our opinion) the best way to avoid all negative consequences connected with an exaggerated use of automobiles in cities. The Czech Bike to work campaign was inspired by the success of similar projects in (Great-Britain), (Germany), (Denmark), &view=article&id=92&itemid=70 (Hungary) and other countries. Its basis is a competition for employees and CEOs of all sorts of private companies, public institutions or non-profit-organisations. These employees are supposed to create teams of 2-5 fellow employees, fill out a registration form on our web pages till the end of April and then indicate their bikecommutes on working days from the 2 nd till 31 st of May 2013 in their web profile. There are different categories in which the participants as well as their employers can win prices. Winners are rewarded at a final event in June. There are special events organized for the Bike to work participants in April (The Big Spring Critical Mass), in May (Coffee on T-shirt, Cycle- picnic etc.) and June (final party with rewarding the winners) was the third year when the Bike to work campaign took place in the Czech Republic. However, it was the first year the campaign reached the national level. In May 2013 eleven Czech cities Prague, Brno, Liberec, Jablonec, Pardubice, Ostrava, Pilsen, České Budějovice, Jihlava, Olomouc and Uherské Hradiště joined the Bike to work campaign. (In 2011 there were only two cities and in 2012 four cities participating in this project.) Each city had its own organizing team with extensive support from Auto*Mat. Auto*Mat provided the local organizers with inter alia rules and know-how, general training, guidance and supervision within the campaign, preparation and maintenance of the web pages including the registration system, helpdesk for participants, preparation and maintenance of the Bike to work Facebook, newsletters for participants, graphic design and graphic arrangement of all the local graphic materials, starter kits with T-shirt and special newspaper for each participant. 3

4 PR and propagation Companies participating in the competition could have a customized Facebook profile or web banner with the design of the competition made by Auto*Mat. Main media partners of the Bike to work 2013 competition were Seznam.cz and TV Nova. Main communication tools were: >> Web pages All together unique visits page views Almost visits/day in the peak period >> Facebook about views per months >> Internet advertising web banners Seznam.cz 11 million views, 1,8 million unique visitors, clicks MEC 2,4 million views, clicks >> Printed advertising posters (+1 000), flyers (5 000), citylights (20 in Prague), stickers (5 000), Bike to work newspaper (5 000) >> Video views in June 2013 >> Press releases see: >> Press conferences in Prague, Brno, Liberec, Pilsen >> Interviews in media (more than 200 media outputs/march June 2013) >> Events for the competition participants (Big Spring Critical Mass, Coffee on T-shirt ) >> Special web and Facebook applications for individuals in companies Each participant could create his personalized Facebook cover with the design of the competition and his own reason why he/she rides. 4

5 do práce na kole 2013 do práce na kole 2013 T-shirt of the competition Special designed T-shirt made of bio-cotton received each of the Bike to work participants. T-shirts with a special eco (GOTS) certification were made by a printing house OP Tiger and delivered by TNT Express Czech Republic, general partner of the competition. 5

6 Events for participants Big Spring Critical Mass In April, before beginning of the competition, there was a Big Spring Critical Mass (big bike ride) organized in most of the participating towns. About participants attracted the traditional Big Spring Critical Mass in Prague. 6

7 do práce na kole 2013 do práce na kole 2013 Bike-ambassador in the cities In March and April representatives of the embassies supporting the Bike to work competition Dutch Embassy, Embassy of the United States, Sweden and Denmark visited different participating cities and towns to support the promotion of the city cycling and the competition during local kick-off press conferences and debates with media representatives. Most cities were visited by the Dutch Ambassador Mr. Ed Hoeks. This photo is from his visit to Pilsen at the end of March 2013 Coffee on T-shirt In May there was a special event for the Bike to work participants called Coffee on T-shirt. It took place in one day (different dates in different towns) during the competition and everybody who had the Bike to work T-shirt on that day could get a coffee or tea for free in a number of cafés or restaurants involved in this event. < The best Prague photo from the Coffee on T-shirt event/winners of a mini-competition. >This full was Café v Lese by the Prague quay in the morning of Coffee on T-shirt. 7

8 Afterparty After the competition at the beginning of June there was a special event for all the participants in each participating town where winners of all the competition categories were rewarded. On some places it was a hilarious party with rich cultural programme, on others only an easy meeting in local café or on the square. The main national prize was a ten day trip for two person on a yacht given by the AGM Travel agency. Bike to work afterparty in Prague was held traditionally on the roof of the Slovan Garage next to the State Opera. Rewarding of the winners in Brno was connected with a bikeride. 8

9 do práce na kole 2013 do práce na kole 2013 Outcomes in numbers >> 11 Czech towns involved >> participants >> teams >> 776 companies and institutions >> kilometres travelled = 22x circumcycled the globe >> 97 tons of the carbon dioxide spared Companies with the highest number of participants were the ČSOB (116 participants), KB (115) and Zentiva (82). Media response Bike to work 2013 media response was astonishing. There were more than 200 media outputs informing about the Bike to work 2013 in different media resources before, during and after the competition. From our limited resources and media monitoring we know about following media outputs about our project: >> 106 on web pages >> 82 in prints press >> 10 radio broadcasts >> 8 features on television This is twice bigger media impact than in the previous two years (in 2011 and 2012 there were only about 100 media outputs per year). 9

10 Numbers of competitors and the best bike-employers City Number of competitors Bike-employer 1 ST prize Bike-employer 2 ND prize Bike-employer 3 RD prize Prague Zentiva ČSOB Česká spořitelna Brno 623 Y Soft Corporation CB&I Red Hat Czech Ostrava 191 Arcelor Mittal Ostravské vodárny a kanalizace ČSOB Pilsen 168 Kontron ECT design Povodí Vltavy FN Plzeň Liberec and Jablonec 189 Fehrer Liberec Valbek AKT plastikářská technologie Čechy Olomouc 145 Farmak - energetika Farmak - nová hala Česká spořitelna Ústí nad Labem 71 / / / Pardubice 500 / / / Jihlava 102 Bosch Diesel Uherské Hradiště 50 Městská kina Uherské Hradiště City council of Jihlava + Lapek a.s. Česká pošta PaPP / Another city 73 / / / All together Facebook cover of the Moravian school of Olomouc, Winner of the Best Corporate Campaign. 10

11 do práce na kole 2013 do práce na kole 2013 Budget of the project Partner Financial support in thousands of CZK 11 Barter in thousands of CZK TNT Express Nadace Vodafone Kellys bikes US Embassy 95 0 Dutch Embassy 77 0 Seznam.cz Nadace Partnerství SRAM 50 0 Evropská komise (Do the right mix grant) MMD 50 0 Local partners together Participation fees All together cost structure Type of costs % Personal costs 22 Material (T-shirts..) 21,5 Overhead costs 14 PR 13 Production 9 Web and graphics 12,5 Other service 5,5 Prints 2,5

12 Conclusion Bike to work 2013 successfully achieved all the stated objectives regarding the number of participating people and also companies. Higher than expected was the growth of the number of participating towns almost third times higher than the last year (2012). Evidence of the growing prestige of the Bike to work competition and of the city-cycling as such is the auspices from the Prague City Mayor and from the Czech Health Minister achieved this year. Very important is also the growing interest of the media, partners and sponsors of the project. Nevertheless, the most important thing for us is that each year apparently more and more people in the Czech cities start to use the bicycle as an ordinary way of transport. More information on: >> Bike to work homepage at: >> Facebook: >> Photos: >> Viral video spot: >> Video from the afterparty in Prague: PL CBAAA5667 Special thanks to: TNT Express Czech Republic, general partner of the Bike to work 2013, who supported the project not only financially but delivered also starter kits with T-shirts to all the four thousand Bike to work participants. thanks to National partners: Dutch Embassy and Embassy of the United States for financial support and also PR support in the role of Bike-ambassadors in the participating towns. Nadace Vodafone ČR for financial support and special prizes. Kellys Bikes for financial support and beautiful bicycles Kellys Physio 50 a Kellys York. Printing house OP Tiger for producing, printing and packaging the T-shirs with eco (GOTS) certification for all the participants. Seznam.cz for massive media propagation. European Comission for financial support. 12

13 do práce na kole 2013 do práce na kole 2013 Bike to work 2013 was organized by: National & Prague coordinator: Auto*Mat, o.s. Local coordinators: Brno Nadace partnerství Ostrava Ostravounakole, o.s. Pilsen Centrum pro životní prostředí a zdraví Olomouc Kolomouc Liberec a Jablonec Cyklisté Liberecka Ústí nad Labem Ústímnakole, o.s. Jihlava City Council of Jihlava Uherské Hradiště City Council of Uherské Hradiště in cooperation with Centrum ekologické výchovy Žabka, o.p.s. national coordinator general partner national partners local coordinators 13

14 Local partners tel.: (+420) Tábor 527/48a Brno-Královo Pole fashion shop 14

15 do práce na kole 2013 do práce na kole 2013 The initial press conference in Prague - From left to right: U.S. embassy cultural attaché Ms. Sherry Keneenson Hall, campaign manager Iva Nevečeřalová, promotional video actress Petra Lustigová and CEO of TNT Express Mr. Miloš Malaník.

16 BIKE TO WORK 2013 POST-EVENT SUMMARY REPORT