Challenge: Randers Municipality wanted to increase the number of cyclists who remember to have lights on their bikes, now that it starts to get dark in the morning and early in the day.
Solution: In collaboration with citrus media, it was decided to create a campaign aimed at school students who cycle to and from school. Therefore, 28 signs with lights were hung up, signaling that cyclists must remember to have lights on their bikes, plus foils that were attached to the bicycle symbols and other places where cyclists see them. The campaign elements were therefore placed near selected schools in Randers Municipality. At the start of the campaign in week 43, slap wraps were additionally distributed as a reflex to 7th grade levels at selected schools. The campaign message is based on a friendly reminder to cyclists, but to a large extent also to motorists, who must be extra aware of cyclists in the dark. Campaign elements have been chosen with a view to using the street scene as a media space to precisely hit the target groups, exactly where the message is important for traffic behaviour.
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