Communication strategy for sustainable mobility and the transport transformation - Communication on transport facts

Project objective The aim of the project is to improve the communicative support of behavioural change measures for a transport transition. With the help of transformation alliances, communication strategies as well as communication products and formats are therefore being developed. These should help to inform the population, increase/create acceptance and thus pave the way for individual behavioural changes. Focus on three topics In the project, iRights.Lab and Öko-Institut are looking at policy instruments and measures in the three areas of (1) "Tax and fiscal incentives in the area of corporate mobility", (2) "Carbon pricing in the transport sector, especially in the area of motorised private transport" and (3) "Strengthening public transport as part of the environmental network". Focus of the Öko-Institut The researchers at Öko-Institut first develop an overview of the systemic conditions, modes of operation and effects of the three thematic areas and associated measures. In the area "tax and fiscal incentives in the field of corporate mobility", topics such as "company car taxation", "commuter allowance" or "mobility budget" are presented in an easily understandable way. This is followed by analyses of the relevant stakeholders, target groups affected by the measures and existing communication products. In its work, the Öko-Institut utilises a variety of different methods, including qualitative content analysis, and milieu research. Focus of the iRights.Lab Following the approaches of transition management, iRights.Lab subsequently develops communication strategies in transformation arenas. Participants in these three transformation arenas jointly develop an understanding of the problem, visions, guiding principles, transformation agendas and drafts of communication products for their respective topic areas. Individual communication products are then put into practice.