The object of the tender is to commission a service provider to conceptually develop and implement the communication campaign "Initiative RadKULTUR" for the period May 2024 - December 2027 to promote a positive cycling culture that is established among the general population in Baden-Württemberg.

Communication campaign "Initiative RadKULTUR Baden-Württemberg"

The communication campaign is intended to follow on from the RadKULTUR campaign, which has been running since 2012, and continue to focus on the target group of commuters. For the first time, the campaign will also be aimed at citizens within the framework of the partner municipalities, who are to be motivated to travel short distances by bicycle in their everyday lives. The new tender is expected to be a clearly recognisable step forward in the development of the RadKULTUR brand and the establishment of the RadKULTUR brand, as well as a continuous development of the campaign in the years of the contract period.

The aim of the campaign is to make an important contribution to achieving the target of 20 percent cycling by 2030. To this end, the aim is to get people excited about cycling and, especially in the target group of commuters and citizens, to initiate and consolidate behavioural changes towards regular bicycle use that is integrated into everyday life and adapted to different mobility needs. Within the framework of the RadKULTUR communication initiative, activities in the field of communication and public relations are to be implemented at the state level as well as in RadKULTUR cooperation municipalities and in cooperation with the AGFK-BW. In order for RadKULTUR to have an impact on a large scale, the acquisition and integration of multipliers is a central element of the campaign. Multipliers are, for example, municipalities, companies, regional councils and local actors such as associations.

The subject of the tendered service is the conceptual development of a communication campaign and its implementation with state-wide elements as well as in selected cooperation municipalities.

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