Informative campaign regarding congestion tax in Gothenburg
The purpose of the congestion tax is to improve accessibility
and the overall atmosphere in the city centre, as well as to
co-finance investments in public transports, railway and roads.
Transportstyrelsen (Swedish Transport Agency) asked LEON to
develop the communication concept for the information campaign. The
aim was to inform the Gothenburg citizens of the launch date, rules
and practicalities and also to promote direct debit as a convenient
The result presents the Swedish Transport Agency as a
transparent and reliable organization with great understanding of
how the congestion tax will affect the citizens. The communication
addresses the issue in a clear, non-bureaucratic way, talking with
instead of to the people.
The concept was carried out on billboards, City Backlite signs,
buses and trams. In addition, informative spots for TV, cinema and
radio were broadcasted during the autumn/fall of 2012.