Deutsche Bahn Campaign „Das ist grün.“ (This is green)
112 Green Reasons
Most people these days know that rail travel in Germany is one of the most environmentally-friendly forms of mobility. However, as a sustainable company, the Deutsche Bahn (German rail) has put in place numerous innovative environmental measures of which up to 90% have not even been noticed by the general public. Or would you have known that the Deutsche Bahn was involved in the protection of wood grouse and wild horses and that its employee uniforms are extremely resource efficient?
Apart from transporting passengers, the Deutsche Bahn with its 300,000 employees is a pioneer when it comes to sustainability in many other business areas as well, such as in rail freight, as a train station and network operator, as an energy provider and also in the car and bike-sharing area with Flinkster and Call a bike.
It was the task of Scholz & Volkmer Berlin to heighten the visibility of the measures that are being taken in so many different areas, such as nature conservation, noise mitigation, resource efficiency, air-pollution control and climate protection. The idea was to merge into one campaign all the projects that had previously been treated separately. The result was “This is green.”
The new campaign placard concept fulfils several requirements at the same time. It unifies the communication, describes every environmentally-friendly measure directly where it is encountered and in addition indicates that further projects exist.
Across the board, Scholz & Volkmer developed individual messages consistent with each project. The projects all have a unified logo and a number, making it clear that they are one of many under the umbrella “This is green.” From trains that run on green electricity, to climate neutral stations to recycling track bed aggregate, so far there are an amazing 112 measures benefitting humans and the environment. Passing by, the information the customer gets is brief enough to make them feel good and reinforce their decision to travel with the Deutsche Bahn in an environmentally-friendly way.
“People don’t want to be given a lecture. Therefore, travellers or logistics clients should just be given to understand in passing that they are travelling with a partner who is dealing with the issue of sustainability on their behalf.”
Thomas Nolle, Head of Strategy Scholz & Volkmer.
All the projects, together with a brochure, can be found on the website: dasistgruen.de where every project is explained and further links are provided. The digital register is expected to be continually expanded as further projects are initiated. In the process, Deutsche Bahn employees are also getting involved by coming up with ideas for making their company even greener. Thanks to a handbook created by S&V, employees can create their own placards and use them for future projects.
Whether it is DB disposable cups, environmentally-friendly uniforms, the protection of animals along the routes, paperless tickets, noise barriers or local eco-electricity powered overground trains, “This is green.” proves that there is more than one reason to start using the Deutsche Bahn more often.