Zustieg
The mountain starts at your front door: a campaign for car-free trips to the Alps.
Protect Our Winters Germany campaigns for climate action within the outdoor community. For “Zustieg”, its campaign for car-free travel to the mountains, we developed the strategy, naming, storytelling, design and communication plan.
Starting point
Starting point
Getting to the mountains usually means driving. The last mile from the station to the trailhead is missing. Protect Our Winters Germany wanted to change that and had an idea: collect signatures, go on a political bike tour and hand everything over at the end. What was missing was a name, a structure and a clear goal. We started with these questions:
Who do we want to reach – and who do we need to convince?
What exactly are we demanding, and from whom?
What do we call it?
And how do we make it happen?
Approaching it together
How we went about it
Together we turned a rough idea into a campaign. The POW team ran it themselves – we paved the way.
01 Campaign strategy
We nailed down the basics: audience, vision, north star. Who do we want to talk to, and how many signatures will it take for politicians to listen?
02 Naming
“Zustieg” is the approach to the mountain. And it doesn’t start at the car park – it starts at your front door. A word every mountaineer understands, with the demand built right in.
03 Storytelling
We thought of the campaign as a story, with a beginning, a journey and a destination: collect signatures, cycle from town to town, then hand them over in Munich. That way every action became part of a bigger story rather than standing on its own.
04 Design & landing page
We developed the campaign’s visual identity, including the logo and landing page. POW built it in-house.
05 Communication & outreach
We helped develop the communication plan, drafted the outreach to policymakers and put together mood boards for the photo shoot.
06 Sparring during the campaign
We stayed on hand throughout the campaign whenever questions came up or decisions needed making.
Outcome
What happened?
Zustieg took the issue to where decisions get made. On the bike tour the team rode from town to town, talking directly to mayors about the last mile – and got lots of positive feedback. To wrap up, the petition goes to Munich.
The credit goes to the Protect Our Winters team, who took the campaign to the streets – and onto their bikes.
→ protectourwinters.de/zustieg
Photos: Julius Berg
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