Sustainability. Companies love to talk about it, but for consumers it can be hard to grasp and often tough to relate to. To establish Skånetrafikens role as one of the most sustainable ways to travel – not only for you but for the whole region we opened our mouths and set course down into our lungs. By reminding people that we all share the same air, the goal was to get more people to reflect on, and begin to take responsibility for "the lungs that we share".
The campaign was not only well received. 6 out of 10 even described it as enlightening, and among those who saw the campaign, the perception of Skånetrafiken as a sustainable way to travel increased by 49%.