by Irene Gozellino
We all know how to distinguish a sustainable product from one that it is not, however,we hardly know how to distinguish a sustainable advertisement from one that is not. That aside, what is a sustainable advertising? Perhaps a non-invasive one? Yes, but above all, an advertisement that, in addition to promoting products “good” for the environment, does it in an equally “good” way.
Velò – Dico turns the most sustainable transport, the bicycle ("Velò" in French, hence the pun) in to the most sustainable advertisement.
Veiò - Dico is an advertising service on two wheels, quiet, unobtrusive, environmentally friendly and efficient, which affects lately on the streets of Turin.
Michele Noce, president of the center of aggregation Cecchi Point, has kindly answered our questions.
How was the idea of Velò – Dico born?
«The idea was born inside the young team of the Association Muovi Equilibri with the intention of combining a way of communication and promotion of initiatives and activities to the same criteria of sustainable mobility.Indeed the service also aims to publicize and promote a wider dissemination and use of alternative zero impact transport instead of motor vehicles. In addition, it is not underestimate the importance of direct contact with people that this communication approach tends to establish and enhance; the direct contact with people is in line with our understanding of public space and of a city on a human scale.
Environmental, economic and social sustainability then. Based on these considerations, the service has seen the light together with other services, such as cycle deliveries and training activities such as courses of cyclomechanics and the popular cyclogarage. All these ideas have been collected under the name Cicloffice and actually initiated in the context of intercultural center of aggregation Cecchi Point where the association has found a new home».
What makes the difference between your communication strategy and the traditional advertisements?
«This type of communication strategy has the advantage of arriving in the most direct way to people by concentrating at the same time a double message: a different approach to advertising and 'use of alternative vehicles to carry out any activities of every day life, such as business or pleasure. Moreover, the membership and craftmade dimension supports the offer of services customer designed, meeting customer's specific needs and ideas, a way to approach very useful and stimulating to improve and develop an innovative service like ours. Our communication is then clearly perceived by the public as "sustainable" because, as a rule, the sustainable is what is advertised and promoted».
Envi.info considers this initiative sustainable and highly innovative. We are so happy that Turin will be informed on the street, at once, with news arriving on two wheels.
Velò – Dico turns the most sustainable transport, the bicycle ("Velò" in French, hence the pun) in to the most sustainable advertisement.
Veiò - Dico is an advertising service on two wheels, quiet, unobtrusive, environmentally friendly and efficient, which affects lately on the streets of Turin.
Michele Noce, president of the center of aggregation Cecchi Point, has kindly answered our questions.
How was the idea of Velò – Dico born?
«The idea was born inside the young team of the Association Muovi Equilibri with the intention of combining a way of communication and promotion of initiatives and activities to the same criteria of sustainable mobility.Indeed the service also aims to publicize and promote a wider dissemination and use of alternative zero impact transport instead of motor vehicles. In addition, it is not underestimate the importance of direct contact with people that this communication approach tends to establish and enhance; the direct contact with people is in line with our understanding of public space and of a city on a human scale.
Environmental, economic and social sustainability then. Based on these considerations, the service has seen the light together with other services, such as cycle deliveries and training activities such as courses of cyclomechanics and the popular cyclogarage. All these ideas have been collected under the name Cicloffice and actually initiated in the context of intercultural center of aggregation Cecchi Point where the association has found a new home».
What makes the difference between your communication strategy and the traditional advertisements?
«This type of communication strategy has the advantage of arriving in the most direct way to people by concentrating at the same time a double message: a different approach to advertising and 'use of alternative vehicles to carry out any activities of every day life, such as business or pleasure. Moreover, the membership and craftmade dimension supports the offer of services customer designed, meeting customer's specific needs and ideas, a way to approach very useful and stimulating to improve and develop an innovative service like ours. Our communication is then clearly perceived by the public as "sustainable" because, as a rule, the sustainable is what is advertised and promoted».
Envi.info considers this initiative sustainable and highly innovative. We are so happy that Turin will be informed on the street, at once, with news arriving on two wheels.
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