Challenge addressed: Substitute short car trips under five kilometres with cycling and public transport

The “No Ridiculous Car Trips” campaign addresses the issue of excessive short car trips in Malmö, particularly among commuters, despite the city’s excellent cycling infrastructure and public transport options. A 2003 travel habits survey revealed that nearly half of all car trips in the city were under five kilometers, contributing to air pollution, noise, and traffic congestion.
The campaign aimed to raise awareness and encourage commuters and even all residents to choose cycling and public transport over driving, thereby promoting public health and reducing the environmental impact of short-distance travel.

Solution implemented: Online-contest, live-billboards, events and more

The “No Ridiculous Car Trips” campaign reached its objectives by using both conventional and unconventional marketing methods to raise awareness and encourage behavioral change. The simple primary message—"Half of all car trips in Malmö are ridiculously short”- aimed at making people feel silly for driving short distances when they could bike instead. It thus encouraged residents to reconsider short car trips and adopt sustainable alternatives. 
Conventional methods included advertisements, radio commercials, and public events. Unconventional methods featured living cyclists in front of big billboards, cyclists looping central streets during rush hours in bright orange vests, seat covers placed on bicycles, distributing drying clothes when it rains, and even bicycle giveaways. A “most ridiculous car trip”-confession contest with a bicycle as prize for the most absurd entries further engaged the public. 
 

Results achieved: Around 21 000 people reported a changed perception of car use

The “No Ridiculous Car Trips” campaign is considered successful due to its significant impact on changing behaviours and perceptions on mobility in Malmö. As of 2008, nearly half of Malmö’s residents noticed the campaign. Overall, around 21 000 people reported a changed perception of car use, and around 15 000 reduced their car usage, indicating a clear behavioural shift. Additionally, almost all residents supported the municipality’s efforts to reduce car traffic. The campaign's strategies, which resonated with commuters and other residents, made it memorable and relatable. The element with the strongest impact was the “most ridiculous car trip”-contest which effectively engaged the public and spread through media outlets around the world.
Since its launch in 2007, the campaign has been conducted regularly to raise awareness about reducing car traffic and was adapted by other cities and regions in Sweden.

Lessons learned: Repetition and adaptations are important

The “No Ridiculous Car Trips” campaign demonstrates how a mix of conventional and unconventional marketing can effectively engage the public. Its humorous, simple message, combined with interactive elements, made it memorable and helped raise awareness of sustainable transport, encouraging behaviour change. Long-term success depends on regular repetition and ongoing refinement to stand out in an oversaturated environment. Over time, the campaign shifted from mainly highlighting individuals’ ridiculously short car trips towards positive reinforcement of cyclists, rewarding sustainable choices while still addressing motorists. It thus aimed at creating an overall more positive and inspiring narrative around behavioral change. Its adaptability makes it a transferable model for other regions.
 

Cross Links

Contact:
City of Malmö

Publications:
Report on the 2008 campaign: https://malmo.se/download/18.6e1be7ef13514d6cfcc800036835/1491299640067/Utv%C3%A4rdering%20INGA%20L%C3%96JLIGA%20BILRESOR%202008.pdf 
Youtube-video on the campaign: https://www.youtube.com/watch?v=uVwtTM4cRe8