Facts
| Project | Fairtrail campaign |
| Performance | Co-project management and conception of the Fairtrail campaign |
| customer | Civil Engineering Department, Slow Traffic Department |
| Location | Graubünden, Switzerland |
| Planning and implementation time | 2019-2021 and 2021 to date |
Project description:
Communication campaign to raise awareness among guests and locals about the issue of coexistence on the trails; development of content for communication (brochures, giveaways, social media); training of the “Fairdinand” bike and coaching teams, etc.
Participants included: Graubünden Slow Traffic Department, GraubündenHIKE project, GraubündenE-MTB project, Graubünden Holidays, Trimarca advertising agency, IG Graubünden Bikeguide, Graubünden hiking guides, and other service providers from the canton
With the campaign «Fairtrail» Since autumn 2019, the canton of Graubünden has been promoting tolerance and a relaxed coexistence between bikers and hikers on Graubünden's hiking trails and paths. Fairtrail is a charm offensive, without any finger-pointing, but with a dose of self-irony and Graubünden humor. Fairtrail is a multi-year campaign as part of the graubündenHIKE and graubündenE-MTB projects, which is carried out by the Graubünden Civil Engineering Office as the specialist department for slow traffic in cooperation with the canton's tourism service providers.
The campaign will use various means to encourage hikers and bikers to behave respectfully and fairly on the shared paths. A small brochure will highlight the special conditions in Graubünden and introduce the basic rule of conduct: "nice, clean and ready!" Special postcards will show how people get along in a humorous and ironic way. Small giveaways such as Fairtrail stickers, buttons and bike bells will be used to raise awareness of "Fairtrail" among the various path users.
