Because good mobility measures also need to be communicated properly
A well-designed mobility measure can fail if citizens do not understand it, do not perceive it as beneficial, or do not feel addressed by the accompanying communication. Conversely, a good communication campaign can accelerate the adoption of new travel behaviors and significantly increase the effectiveness of investments in infrastructure and services.
Mobility communication is not conventional marketing: it requires a deep understanding of the measures being communicated, the behaviors to be changed, and the groups to whom the message is directed. A communication plan for the implementation of a low-emission zone has nothing to do with a campaign to encourage cycling among women or with the communication of a new on-demand transport service in a rural municipality.
How we work on mobility communication and campaigns
From VAIC Mobility, mobility consultancy, we develop communication plans and design mobility campaigns with an approach that integrates technical knowledge of measures with strategic communication tools. We support administrations and operators from the definition of the narrative to the execution of actions, including image and slogan design and the selection of appropriate channels for each target audience.
Do you need a communication plan or a campaign to accompany a mobility action?
We help you define the narrative, messages, and appropriate actions for each audience and each moment of the process.
What do we work on?
Mobility communication plans
We develop communication plans to support mobility plans and actions: implementation of low-emission zones, deployment of new public transport services, launch of bike lanes and cycling infrastructure, implementation of superblocks and traffic calming measures, or launch of sustainable last-mile logistics services.
The plan defines the target audiences and their profiles, the narratives and key messages for each segment, the communication channels (digital, in-person, local media) and the action calendar, with special attention to critical moments in the implementation process where communication is most decisive.
Sustainable mobility promotion campaigns
We design campaigns to promote the use of bicycles, public transport, and active mobility among specific groups: campaigns aimed at women to increase their presence in cycling mobility, campaigns for school environments to promote walking and cycling, or corporate campaigns within the framework of company mobility plans.
Gender perspective is a central axis of campaign design: messages, images, and channels must reflect the real diversity of sustainable mobility users and target groups that often do not feel represented in conventional communication about cycling and public transport.
Technical assistance for communication design
We provide technical assistance in mobility to communication teams and creative agencies that develop campaign materials: technical validation of content, advice on terminology and messages, and review of consistency between communication and the actual measures being implemented.
Pilot tests and tactical urbanism
Pilot tests are an increasingly used tool to test mobility and public space solutions before their definitive implementation, reducing the risk of costly and irreversible decisions and facilitating citizen participation in the design process.
We accompany the design and implementation of pilot tests by defining the test objectives, evaluation indicators, associated communication plan, and data collection protocol to assess the results.
In addition, there are actions such as tactical urbanism that facilitate community participation, in the conception phase or even in the execution phase, which represents a unique opportunity to strengthen the community around public space policies.
Communication as part of the change process
A change in mobility behavior, such as leaving the car and taking the bike, changing travel time to avoid congestion, or using a new public transport service, does not happen all at once. It is a gradual process that requires information, motivation, and the removal of practical barriers that make it difficult.
Effective communication in mobility accompanies this process: it informs about the available options, debunks myths and misconceptions, highlights the real benefits of change, and generates the feeling that doing things differently is possible, normal, and desirable.
