Utrecht Cycling Campaign: Safe Routes & Behavioral Shifts
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In 2021, Ontwerpwerk collaborated with gemeente Utrecht to launch a campaign encouraging cyclists to use bike paths instead of roads. Through a cross-media approach, the campaign used social media, narrowcasting, and temporary traffic signs to educate residents. The slogan 'Let op, snorfietser de rijbaan op' was central, helping users recognize their role in the change. The initiative successfully increased bike path usage, demonstrating the power of targeted messaging and community engagement. The campaign also included coaching sessions for cyclists, ensuring safe and effective behavior change.
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Original write-up, full visuals, full context.
Published around:
July 31, 2025
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Added to Agency Inside:
March 22, 2026
