Through the EcoMobility World Festival 2015, City of Johannesburg demonstrated to the world that a greener transport future is possible – where public transport, walking, and cycling are accessible, safe and attractive alternatives to private car use in cities. The Festival was also a celebration of innovation and futuristic thinking.
It was a practical demonstration of how our streets and public spaces can be transformed to preserve our environment and optimise our spaces. The Festival was an opportunity to show that decongesting busy city centres are possible while still catering for the mobility needs of the public.
To organise the Festival, Sadmon adopted a three-pronged approach: A bold communication and marketing campaign “Change the way you move” targeted commuters to Sandton CBD and called upon them to abandon their cars and use public transport, take advantage of the park and ride facilities, and to cycle and walk instead.
Promotional means included: banners at motorways; activists confronting car drivers; newspaper articles, radio and TV news; social media messages approaching commuters through their employers, the corporations based in Sandton. A month-long Urban Reality Lab “A CBD going eco-mobile” included the closure of certain streets, introduction of managed priority lanes, restructuring of traffic flows, installation of bicycle lanes, enhanced train and bus services and more.