Citizen-led Sustainable Travel Campaign in Joinville, Brazil

The Vai De Zica campaign, powered by BetterPoints, was a six-week pilot project designed by young Joinville citizens to re- create the cycling movement in their city and to raise awareness of sustainable travel as well as air quality and environmental issues.

It encouraged mode-shift behaviour change from car to sustainable and active travel, and demonstrated how a voluntary group could activate a city-wide campaign using social media and support from local businesses.

With a limited budget but lots of passion and energy, the Vai De Zica team secured sponsorship, and subsequently media coverage for their high impact project. The City of Joinville endorsed the project and have subsequently asked the team to run another Vai De Zica campaign.