Velò – Dico: explain how you advertise, and I’ll tell you who you really are

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.

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Cities fit for cycling: the urban revolution comes from web

by Silvia Musso

It is spreading on the web, it has grown from the bottom and in one month has been collecting thousands of adhesions across Europe.

It is a real campaign of environmental awareness on cycling, which, launched on the first page of Times, following a tragic incident of Mary Bowers, Times journalist, hit by a lorry when she was just yards from arriving at work on her bike, has exploded on social networks across Europe. The campaign is called "Cities fit for cycling" and is inspired by a six minutes video that tells the story of when the Netherlands were choked with cars and decided to encourage the construction of bicycle paths. Because virtuous Netherlands was not born with cycle paths, but the current urban configuration is the result of a process of active citizenship that has seen Dutch people personally involved to deeply change their cities. With the economic boom after the Second World War the cities began to be invaded by cars, old buildings destroyed to make way for major roads. In the seventies, however, more and more citizens began to protest for the "traffic mrders" and, thanks to the oil crisis of those years, the government decided to change the face of the Netherlands.

That movement grew from house to house, with small events into squares till to cover whole Netherlands. The movement "Cities fit for cycling" is similar because it comes from bottom, but is updated to our times and to current technology. It is spreading, not among households and cities' streets, but across the European virtual streets using the web as a powerful meeting vehicle.

The manifesto "Cities fit for cycling" characterized byeight proposals for improving the safety of bicycles in the city, has arrived also in Italy baptized in Italian "Salvaiciclisti" - save the cyclists -, and raised by numerous blogs and websites. On Facebook 34 bloggers have created a page that counts nearly 7,900 members. The aim is to highlight the issue of safety of cyclists on the roads and increase public awareness about the many accidents, sometimes fatal, that occur in our cities. The Facebook page aims also to involve main Italian newspapers following Times' example, to report proposals and stress events.

The initiative is already collecting the first successes: several media talk about it; a bill that takes some of the manifest's proposals, was signed by 61 Parliament's members and a ten-point document for local administrators was created.

Bottom up, spontaneous, technological: these are the elements of this communication campaign that we hope will be as effective as that one that in the seventies allowed the urban revolution of the Dutch cities which we all yearn.

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Cycle carnival floats and Horse-bikes in Putignano Carnival

by Annalisa Tancredi

Holidays’ sense is wondering what holidays means. The Carnival has its origins in Greek and Roman pagan celebrations, consisting in abandon daily works to take part celebrations dancing and drinking wine (into bacchanalia). The masks symbolized the established social order subversion to generate, by the kaos, a new phase of symbolic regeneration. In this time, however, it seems that the abundance and the extravagance belong to everyday life and if we want to subvert the established order in occasion of the Carnival, we should dress sustainability and eco-friendly green mask.

This is what has been organized in Putignano Carnival 2012, that is a parade in the name of sustainable development and alternative mobility, programmed from 17th January to 21th February. New green Carnival, promoted by the new president Franco Laera and the Puglia region Mobility department councilor Guglielmo Minervini, will integrate its traditional carnival parades with cycle-lights, 2 carnival floats and 10 horse-bike sharing stations.

"Putignano Carnival 618th edition want to combine the spirit of tradition and innovation - said President Franco Laera - An event to enhance ancient traditions but looking at future modernity, promoting new ideas to grow up our Carnival and to make it more and more sustainable. And it is because in the intention of turning "green" the Carnival and, in general, to promote best practice in everyday life, that we are managing a sustainable mobility project. An opportunity to combine traditional and sustainable Carnival".

During the event, cycle-lights will be powered by alternative energy produced by bike movement like 2 zero impact cycle carnival floats which will generate necessary energy to power music and lights, thanks to a pedal mechanism. “Cycle-carts are the expression of futuristic vision – said Franco Laera – an example of sustainability. An artistic work representing carnival floats’ traditional work evolution. Sustainable mobility project is growing thanks to an hard team work that is like the energy powering carnival floats”.

Additionally will be allocated 4 bike sharing stations with 10 nice bikes masked as horses wich could be rent by visitors during the days of parades. Finally, on Friday 17th February, Putignano Carnival will be part of “M’illumino di Meno” (I will use less light) initiative promoted by Caterpillar transmission on Radio2 and, in the afternoon, there will be a zero impact concert of "A'SUrD Batukada".

More info www.carnevalediputignano.it

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Green Flag for the Engim Artigianelli, Turin

by Emanuela Rosio

Students and pupils of compulsory education courses in the professional training center Engim, Piedmont – Turin, after more than a year and a half of daily work, have received the prestigious European flag of Eco-Schools. This is the first school in the Province of Turin and the first professional training center across the country that gains this recognition.
The flag was delivered by Daniela Marchetti, FEE contact for Piedmont, to the kids, teachers and the Director of the Institute, Marco Muzzarelli, during a press conference at the lounge bar of the Institute on January 26.

The event was attended by Enzo Lavolta, councilor for the environment of the Turin Council, and Carlo Chiama, councilor for the education of the Province.

Protagonists of the meeting were the kids of the eco-committee, who read the “Ecocodice”, and told how, every day, they study different ways to manage the wastes produced by the school, making observations and analysis, and involving the trainers in many eco-friendly practices, ranging from bike sharing and intelligent purchasing to paper recycling

The Ecocodice is divided into two parts. The first one is related to the Training Agency, which has to commit to make eco-friendly purchases and disseminate best practices in sustainability among the staff and the students. The second section regards directly the students, who have translated the code into a series of icons that will be disseminated throughout the school, together with rules to be followed to reduce the impact on the environment. Particular interest was aroused by the rule that says "pick up any litter on the ground even if it was not me to throw", showing how the students have been able to take charge not only for their own actions but also for those of their mates. It also demonstrates how the activity of a committee is able to determine a change of course involving everybody at various levels.

After listening to the rules and the method developed by the kids, Roberto Cavallo, President soc. coop. E.R.I.C.A. and president of AICA (International Association for Environmental Communication), says that here we celebrate the important step of a path of growth. He invites all the presents to feel, through their own testimony, active part of a network of sustainability, which can even look at forms of corporate competitiveness.

The eco-committee informs that all divulgation material can be downloaded from: www.torino.engim.it.

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Dear Santa, this year we want sustainable mobility...

by Eleonora Anello

Hiring Santa for one’s communication campaign is something great. Compared to other celebrities, he’s cheaper and much more persuasive. These things should have been thought in Cesena where, this year, spreading sustainable mobility is up to Santa Claus himself!

The Borello primary school will organize, in collaboration with the neighborhood and the Sustainable Mobility Department of the Municipality of Cesena, a Christmas party on December 23 dedicated to the environment.At 8 o’clock, at the starting point of the three lines of the Pedibus, Santa Claus in the flesh will deliver some gifts to the children!

The Vicenza Province, Confcommercio, Ferrovie and Tramvie Vicentine thought instead to the families tied up with Christmas shopping. With the initiative “Catch the bus with Santa”, citizens can use public transportation across the whole province for free, avoiding parking problems and without hurting the environment. Furthermore, all those who will convert to sustainable mobility will enjoy purchase discounts. The appointment is on the Christmas weekends and on the Christmas eve.

«The initiative “Santa’s bus” aims to favor local public transportation use and represent a saving for Vicenza’s families – said Attilio Schneck, president of the Vicenza Province – At the same time it eases the reaching of cities’ centers which are often congested by traffic during holidays».

The idea of linking sustainable mobility to shopping reconciles everyone: «Both retailers and tourism operators like “Santa’s bus” – says Andrea Gallo, president of the Vicenza retailers’ association – I think it’s a good idea to link public transportation to retailing chain, because even on this side we shape the future of our cities’ centers».

Cristiano Sandonà, province alderman for transportation says: «We want that many people could try the efficiency and the value of public transportation, which are much better than the over-used cars. This will enable people to enjoy Christmas atmosphere, appreciating public transportation’s comfort».

The web is more desecrating. On the internet you can find even two Santa Claus. A traditional one and a weird one. One is green and the other red. We are talking about the movie made for the Cagliari 1x100 campaign for a sustainable holiday mobility. In the funny video two Santas compete for presenting Christmas gifts... One of them uses a car, the other one moves sustainably. «The campaign – told us Pamoja, the organizer association – aims at raising citizens’ awareness and at promoting voluntary abstention from using car on Sundays. This year Christmas is just on Sunday!».

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Prepariamoci! Luca Mercalli's new book

by Roberto Cavallo

Get ready!
With the exclamation mark.
My mother used to tell me this word, when we were waiting for a trip on the mountains.
Luca Mercalli’s invitation, which become an exhortation, doesn’t refer to that kind of mountain-trip feelings, rather to dark days which are waiting for us if we don’t exit the thick cultural fog that enshroud us.

Luca starts his book with ten commandments for the 21st century.The author has not became a mythomaniac but, like a kind of modern Spinoza, tries to be the nature’s spokesman. That nature we should obey to avoid our self-destruction.

Mercalli’s book is composed by two parts and an appendix. The first one is “What we should know”, in which author introduces us some concepts of sustainability, because, actually, “we should know”.

There are biographical references, at least fifty, for readers who are interested in deepening the concepts of intelligent mobility, good waste management and energy saving.

First part paves the way to the second one, Mercalli’s plan B, in which, reminding Lester Brown, accompanies us to choose daily-based behaviors that will help us to survive. Surviving does not mean relying on good luck but, Mercalli tries to convince us, means using the great knowledge potential got together in thousands of years of human history to change the course of our future.

The big surplus value of this book is that Mercalli’s plan B is not a theoretical formula or an academic research, rather an effective report about author’s deeply consistent way of life. He tells us how he installed solar panel for heating water and photovoltaic ones for electric energy, how he built up a big tank to collect raining water or how he got to optimize the energetic consumption of his old house.

His style is light and reading goes on like a pleasant chat in front of the fireplace. Personally I prefer a less-diplomatic Mercalli, like in that chapter in which he tells, with pleasure, how he destroyed with a big beetle his just-bought new house’s flower box. In the same time I can understand that he doesn’t want to receive libel actions as it happened in the past.

The book is fine and Mercalli is a rare consistent and careful man. Enjoy your reading and, quoting the author: let’s wake up and prepare!

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A better future on a human scale

by Marzia Fialdini

Cycling is the most efficient means of urban transport: you can travel fast, non-polluting and it has beneficial effects on health. Nevertheless, in Italy it remains a vehicle neglected by most citizens, as evidenced by the last place recently "won" by our country in the European standings on its use.

In recent years, however, bicycles are penetrating the country, along the lines of foreign events, initiatives to promote mobility on two wheels. In particular, the campaign Bike to Work, after being successfully implemented in Germany, Switzerland and Liechtenstein since 2007 it is also present in Italy and precisely in the town of Bolzano and in Trento. The initiative aims to involve companies and their employees so that they use the bicycle to travel together to work, and to encourage the adhesion there are prizes for those who "pedal" for at least fifteen days in a month.

There are many differences between the Italian campaign and those of other European countries, because there are different contexts and cultural background in which they are made. In Switzerland, to promote the use of bicycle, the administration not only counts on health benefits, but also to create a team spirit among colleagues, who gather every morning in small groups of "bikers". In this way it is possible to improve both the working environment and company image.

In Italy however, where there is still much to be done to promote the use of transportation alternative to the car, the focus of the communication is on spreading the culture of "cycling" and environmental issues. The slogan of the campaign of the Municipality of Trento, for example is: Burn calories not oil.

Finally, another fact that emerges clearly from a comparison of the various campaigns is on the membership of companies: in Italy are mostly public and limited in number, while abroad also private companies participate in very significant numbers, only in Switzerland this year were 1,346 companies in the canton to join the project.

Encouraging data on the second National Bike Day, an initiative promoted by the Ministry of Environment, which was held last May the 8th. The bicycle mobilizes man! this is the slogan designed to know people that ride in town is an environmentally friendly choice and may actually be feasible. The event organized in collaboration with ANCI (Association of Italian Municipalities) and the Italian Cycling Federation, was attended by 1,096 municipalities and the closure to traffic of 1.932.3 kms of local roads: an encouraging start for a better future on a human scale.
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Little bike tour across Italy

by Silvia Musso

Every year in Italy citizens lose two whole weeks of living in cars, almost always alone and never exceeding an average of 25 km per hour. In Rome there are 76 cars per 100 inhabitants against 64 in San Francisco, 57 in Los Angeles, 45 in Paris, 36 in London, 27 in Tokyo. In our country, only 3.8% of total trips are made by bicycle. In the Netherlands 27%, Denmark 18%, Germany 10%, Finland 7.4%. In short, therefore, few people use the bike, way of transportation which could be much faster and more effective, but that in Italian cities is also quite dangerous for the prohibitive urban conditions and the lack or inadequacy of cycle paths.

In consequence to these data ONG Legambiente, Città in Bici (A21Italy) and FIAB (Italian Federation Friends of Bycicle), have organised, under the patronage of the Ministry of Environment, the so called “Giretto d’Italia” (literaly “little tour of Italy”, from the name of the most famous biking race Giro d’Italia).

The simplistic must not mislead: in fact it hides an interesting and innovative initiative aimed to promote urban cycling.
This is a real championship in 27 Italian municipalities committed to promote urban cycling. The challenge will be won by the city where, in occasion of Giretto d’Italia, most people use the bike.

The race is scheduled for Tuesday, May 3 between 7.30 and 9.30. Each municipality organizes three checkpoints in three different areas of the city to track vehicles and pedestrians in transit. The cities will compete among them divided into three groups - Big Cities, Small Cities and Medium-sized cities, according to the number of inhabitants. Each group will have a winning city. The award ceremony will take place on Sunday, May 8 in Rome at the Ministry of Environment during the second edition of the National Day of Cycling.

Giretto d’Italia wants to show that in the Italian cities the bicycle can meet an important demand for urban mobility. Its ultimate goal is to present positive local experiences to hire a national dimension by demonstrating to other municipalities that a slow, different, healthier, more sustainable and safe mobility is possible.

The conduct of the initiative will be followed by the Corriere della Sera, through specific pages on www.corriere.it that will collect and publish the stories of urban journeys made by bicycle by the readers of the newspaper and the pictures documenting the cyclists’ urban adventures.
Legambiente will award two prizes: the best story of a stage town sent by readers, and another with the best photos.

Testimonial of this edition is Diego Marani, Italian writer and employee in the Council of Ministers of the European Union in Brussels, where he deals with culture and promotion of multilingualism. Marani accepted to answer our questions.

Why did you decide to accept the proposal of being the first testimonial of the Giretto d’Italia?
«Because I've always loved the bike, I grew up on it. Bikes are not only a sport instrument. In fact the sport is of secondary importance. Giretto d’Italia seems to me a good initiative that deserves attention and spread. The bicycle is not only a great event and business. It is also a tool of daily life».

Which is the value of the bicycle for you?
«It has always been a constant presence in my life. The first important gift when I was a child and then the new bike when I was older. The bicycle is a toy first and then a partner. It is an identity tool. We are used to personalize our own bikes to communicate something of ourselves. When I was a boy in my town no one could have stolen a bicycle. It was too personal, almost intimate. It would be like someone stealing your panties. My bike, the one I hold in my home town, has a name. It's called Al Biciclòn. It has got a cyclamen colour, it has the lantern inside a cage for birds, not to escape it, a bunch of colored plastic on the handlebar and a flip-flops bolted on the fender. Everyone who looks for me, does not need to call me. Just look at where my bike is».

From a cultural point of view, what does the urban cycling mean?
«The bicycle is not only an environmentally friendly way of transportation, but also a way to see different places where you live. The bike gives you time to feel the smells, the sounds of a street, its pulsating life. There are distances in a city that can be easily travelled by bike, using it as a mean of transportation and not as a sports instrument. I hate those fake athletes who run on the streets as if they are participating to a race. Those are not cyclists, but pirates of the road on two wheels. The urban cyclist, the real one, does not sweat. They slowly ride and when necessary, even pass among the pedestrians, but without scaring them. But because the use of bicycles in the city does make sense, protected slopes are necessary. We need a road system that takes account of the cyclist and a change in behavior. The cyclists themselves should never forget that their bicycle is still a vehicle and as such should be used».

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Transition towns: power to the community

by Oliver Wheaton

A new environmental initiative is becoming popular around the globe. Many different communities are responding to the problems of ‘peak oil’ and the increasing reliance on external sources for food and energy by becoming Transition Towns. What is a transition town? According to www.transitionnetwork.org a Transition Initiative is «a community-led response to the pressures of climate change, fossil fuel depletion and increasingly, economic contraction».

When implementing a transition initiative, a community intends to decrease its dependency on oil and imported goods. In a world that is dangerously dependent on a non-renewable and environmentally destructive energy source, a Transition Initiative is a step towards creating a self sufficient community that works together to reduce waste output and energy consumption. A main concern of the project is the impending problem of peak oil and how this will effect small towns and local businesses when oil prices begin to increase even faster. One of the key elements of a successful Transition Initiative is bringing a local community together in a way that will not only benefit the environment by reducing the collective carbon footprint of the area, but also benefit the community by encouraging increased communal activity, both socially and economically. It differs from localism, in that it is an inclusive system that anyone can be part of.

Transition Initiatives have been implemented all over the world with varying degrees of success. One of the earliest and perhaps most well known Transition Towns was started in Totnes in the UK. Not only has Transition Town Totnes been involved in local politics, developed an Energy Descent Action Plan to reduce the towns energy consumption, but it has even become the first community in England to successfully develop its own local alternative currency, known as the “Totnes Pound”, which intends to keep a certain amount of money spent in local businesses in order to help the local economy.

To better understand what the formation of a Transition Initiative entails we got in contact with “Transition Malvern Hills” member Robin Coats, a Transition Initiative taking place in central England in the surrounding area of the iconic Malvern Hills. He kindly answered some questions we had about Transition Towns and specifically the Transition Initiative he was part of.

How did the program start?
«A local Green entrepreneur who was also part of the local authorities partnership agreed to get people he knew together to see if they were willing to start a Transition Town Initiative. I wasn't at the first meeting (there were I think about 15 there) and they agreed to go ahead».

How many people are involved?
«It very quickly developed with a core of about 8 very committed individuals and other interested individuals joining in for particular groups and events. We have an email list about 200. Many events attract a small group of about 8 to 12. Special events can get 100 and our unleashing Event had 500».

What type of activities or events have taken place?
«We have some activity groups focussed around subjects like Food, Energy etc., An Awareness Raising Group has been at the heart of organising Events with films shows, talks, demonstrations sometimes with other local groups like the Quakers. We attend other groups public days with a stall and talk to people and give out information. We have set up schemes/projects like: supporting the Local Youth Club with Garden Vegetable Growing, Car Club where members can use community cars, Electric Bike Loans, Home Energy Advice, Garden Sharing for Vegetable Growing, Orchard Group reclaiming old orchards. You can get an idea of what is currently happening from the Calendar of Events on our web site (this is updated every 3 months) and also from the Affiliated Groups like Colwall Greener and the Malvern Community Forest. We are also collaborating with schools and attend meetings with some formal bodies in the area».

Have you seen any obvious changes around the area as a result of your work?
«Many small changes and far more people willing to talk about climate change and Peak Oil and doing more in their own lives to make small changes. Slowly more people are asking for help and offering support to us».

What do you think lies in store in the future for Transition Malvern Hills?
«There are so many possibilities for engaging with people and organisations we are not short of ideas but we do need more committed volunteers able to take the initiative and help others to make changes».

Turning a community into a Transition Town (or village, city, district, even island!) is a very interesting way to combat the effects of peak oil and increasing energy required to transport goods around the world. New Transition Initiatives are constantly appearing around the globe, many of which go on to achieve great success in bringing a community together to reduce CO2 emissions and increase recycling and eco-friendly living. More...

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The appetizers are green

by Annalisa Audino

Who says that loving the environment isn’t in fashion? Who has decided that the environmentalist doesn't love the “cool events”, the vernissages and the worldliness and above all the ecology cannot be a point of strength for the economic resumption? Well, to deny the idea of a lover of the environment dressed in flax suits, with backpack and a shoulder tent, completely isolated in the world of the Nature and contrary to the progress, the last initiative, organized at the Atm Cafe in Milan from E-gazette, Terre di mezzo Events and Legambiente, could be useful. It says the "Appetizers of the green economy" from the title "Communicate green". In the modern and fascinating place, experts from various fields, scientific and cultural sectors met to help the green communication to become the new standard for communication and can be a valid tool to help the industrial sector to go out of the crisis.
During one of these appointments, Thursday October 28 th, three protagonists from some sectors of the communication talked about the potentialities of the agencies to make true innovation.Paolo Anselmi, Assistant manager of Gfk-Eurisko, Diego Masi, President of Assocomunicazione and Marco Geronimi Stoll, founder of Smarketing, has decided to conclude the initiated cycle of meetings in June leaving time for reflection and action.

«It is by answering to the demand of innovation and diffusion of the information - the organizers explain - that we have thought about a series of appointments of close examination on these themes with a new formula, which is useful also for the ones that don’t deal with environmental themes for job, but even want to do it. Not, therefore, the traditional conference but a green appetizer: a moment of formation light at the end of the day, with a glass in hand. With these meetings we try to explain what is the green economy, what could be and what will be. Looking around us, we already see its effects: hybrid cars, solar panels, refusals that, once recycled, they return to be subject before. Today, however, we can always speak more and more about green jobs, green marketing, green life, energy efficiency, echo-sustainable fashion, green vacations and many others. It is really this that we want to discuss with as many people as possible».

The appetizers, born in 2007, have become a fixed appointment for the Milan autumnal evenings and they are also surely a good example for the other cities. The economic and ecological threat is a problem for everybody: it is fundamental that all must participate in the improvement of our Planet, but also of our society and of our economy, with the correct means and the correct solutions.
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The Europe and the new possible mobility

by Silvia Musso

Also this year, from 16 to 22 September 2010, thousands of towns and cities across Europe will take part in European Mobility Week, the biggest global event dedicated to sustainable urban mobility, promoted by the European Union. Containing many events, it will conclude Wednesday, with the car-free day, known as “In town without my car” and include many other related initiatives.

Since 2002, when it was opened for the first time the Mobility Week, the number of participants is increasing. And the 2009 data confirms this: 2181 member cities and 4440 permanent measures were undertaken to promote sustainable mobility.

The ninth edition, this year, is accompanied by the slogan "Travel Smarter, Live Better," which seeks to make slightly unusual but smarter ways to travel more attractive.

The goal of the week is focused on its target to create new awareness of urban mobility, in order to highlight the major problems of a transport system based mainly on private motorized vehicles, the consequences of which can affect the health of citizens, as well the added dangers of traffic accidents, respiratory infections, cardiovascular diseases, obesity and social isolation.

«The aim of the European Mobility Week - said EU Environment Commissioner, Janez Potočnik - is to empower local authorities in the choice of policies on urban transport, in order to improve their impact on the environment and quality of life of citizens».

This year's events, at the moment promoted by 2027 cities, are coordinated by three nongovernmental organizations (Eurocities, Energie-Cités and Climate Alliance). The most active nation is Spain with 567 initiatives, followed by Austria (429), France (147) and Poland (113). 37 initiatives are taking place in Italy. In the city of Bologna, for example, an auction of second-hand and abandoned bicycles is planned, and in Turin free "antitheft punching" for bicycles is being offered.

For those who want to join but have little imagination, the site suggests actions to take (some symbolic), which can be easily achieved. To the administrators the following are suggested; to revise the “Plan of the city” to ensure that people no longer have to face long and recurrent journeys to reach services and go to work; to develop a plan for sustainable urban mobility, by limiting car access and parking in some areas or introducing low emission or low-speed zones; financing campaign information; and to share the best practices on sustainable mobility with other European cities.

For individuals, the EU suggests looking for housing close to transport links, or trying car sharing and car pooling routines.

The Mobility Week is proposing new lifestyles choices, however simply offering an alternative transportation to the car is not enough to get a lower impact mobility. It’s perhaps necessary in the long term to rethink the urban landscape and change the entire culture of travel. This is a real wake up call for public administration, the European Mobility Week is an opportunity to test their policies on transportation and to present them to the citizens, aided by the media coverage that this type of initiative will create.
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Cycling with Legambiente for the ExpoBici 2010

by Annalisa Audino

The attention for the environment pedals toward the future and today, wednesday 15th September, with the pedals of the enthusiasm the edition 2010 of ExpoBici, the international fair devoted to the world of the two wheels, will be introduced by Legambiente and PadovaFiere.

The third edition of the fair, held since 18th to September 20th, is an occasion for the fans, but not only, to directly experiment the great tied up novelties to the sector, inside an exposure that goes over the traditional concept of fair and that creates a dynamic interactivity among visitors and exhibitors.

«We try to make passionate - the organizers explain - not only who already practice this sport, but also who has just started the activity. To do this, close to the last novelties given birth by the world of the bicycle, this year ExpoBici has decided to also excite looking back for discovering and to show as they are evolved in the years the design, the technique, the employment of the materials, the all declined in the models that have been accompanying us for the years '80 until today».

There’ll be also guests of exception: first of all, on Sunday, there’ll be as guest of honor Ivan Basso, winning of the Giro d'Italia 2010. The champion will have with itself the bicycle with which he has triumphed to the competition, the SuperSix Hi-MOD of Cannondale, and he will explain the secrets of his success and his passion to the spectators. Other guest of the event will be “100% Brumotti” of the TV program “Striscia la Notizia”: with his evolutions will surely leave all the participants breathless.

Among the most important novelties of the edition there is however the collaboration of PadovaFiere with the environmental association Legambiente. «The synergy – responsible explain - that it underlines the increasing attention of ExpoBici in comparison to the theme of the sustainable mobility and the safety of the citizens/bicyclists, it will also offer the opportunity to introduce in press conference the interesting dossier The A-bici, with absolutely unpublished numbers on the world of the two wheels. For the occasion there’ll be also Alberto Fiorillo, national director of Italian NGO Legambiente».

An emotionally rich moment therefore crowned by the awarding of the Superbike Legend: 250,000 meters challenge between Lessinia and Dolomites. They have been well 155 the heroic bikers succeeded in completing both the runs marathon of Lessinia Legend and Dolomites Superbike, pedaling for 248 km and 7,140 meters gradient. The prizes, that will be delivered in the day of Sunday 19 September near the stands Cannondale and GT of the tent 8, will be a testimony of passion, courage and will power in a sport that loves and communicate the environment.
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2010 World Cup South Africa: true model of eco sustainability?

by Valeria Rocca

Time of World Cup and South Africa is the protagonist. The largest football event of the season 2010 has started and while the fans support their teams at the rhythm of vuvuzela, there is who questions whether the great event over that memorable (is the first time that is hosted by an African country) will also eco.

By analysing the estimates made by the experts, the World Cup in South Africa are likely to have an impact change devastating with a high risk of emissions of carbon levels eight times higher than in the last World Cup in Germany.

In order to prevent this terrible forecast, South Africa has formulated a plan of action called the "Green goal Action Plan 2010". In collaboration with the UNEP (United Nations environment programme), with the GEF (Global environment facility) and with the DEA (South African Department of project) were presented three large projects aimed to the development of renewable energies, the development of responsible tourism and the reduction of emissions of carbon.

In the area of renewable energy the cities that host the games of the World Cup (Pretoria, Johannesburg, Port Elizabeth, Polokwane, Rustenburg and Bloemfontein) are equipped with a public street-lamps, traffic lights and billboards fed to solar energy to decrease production of coal-fired plants.

About the development of responsible tourism the organizers have distributed a "passport" of 32 pages in which there are some tips and information on green responsible tourism. The brochure is also available from the site greenpassport.co.za. A report among the fans arrived in South Africa has shown, however, the lack of knowledge of the project: in fact only a quarter of fans is aware of the project "green goal".

Last, but not least, they worked to maintain control the emission of carbon. By involving some National teams, included Italy, is born the project "carbon footprint" to neutralize the co2 derived from long-haul flights. According to the UNEP thanks to the cooperation of these 11 teams estimated reduction around 6,000 tonnes of greenhouse gases. In addition they have encouraged the use of public transport, Taxis ecological and of bicycle paths for the supporter.

Numerous initiatives in support of a fair and responsible model, also from the World.
In Italy the retail Coop has launched a T-shirt of the fair line, in limited edition, with the slogan "Africa for a sustainable world". Who will buy the shirt will contribute to a balanced development and will support the rights of African workers.

In short on the paper it seems that this World Cup intends to give aid to South Africa to become an example of Ecosustainability.

The hope is that the benefits are real for all and that is not again another media campaign that shows to the world a South Africa that doesn’t exist. More...

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“Cycle” rhymes with “eco”… Tourism

by Anna de Polo

If you have not yet decided how to spend the holidays, why not consider a cycling holiday? Doing some exercise outdoors, enjoying the scenery and discovering the pleasure of moving slowly can be a fun and healthy solution, which is becoming increasingly popular and affordable for everyone, even the least trained. There are lots of opportunities to use the two wheels for those who is not exactly an athlete and hasn’t spent the winter doing spinning: the solution is called "PEDELEC” (Pedal Electric Cycle) and is a bicycle with assisted pedal that allow to tackle hills and long distances with less effort, but without giving up exercise. To navigate the sea of proposals and opportunities, from mid-April the French nonprofit association Extraenergy placed online the internet platform "Tourisme & velos à assistance electrique” (Tourism and electric bicycles), an interface between designers, producers and customers/users which aims to centralize in Europe all existing offers and provide the public a better view of the market.

The cycle tourism, already widespread in some European countries like Holland and Germany, in recent years is gaining ground in Italy, where, however, a consistent policy on cycle throughout the territory is lacking, as explained in an interview with Autoambiente Antonio Dalla Venezia, President of Fiab (Italian Federation of Friends of the Bicycle). "We continue to request the creation of the National Service of the bicycle at the Ministry of Environment, a structure that is able to coordinate, encourage and promote initiatives in a uniform manner throughout the territory. This is an option adopted with success abroad that could perform many purposes, from promoting educational campaigns to promote cycling to the dissemination of local best practice, from the support to local authorities in the implementation of regional plans for bike paths wing to their integration into the national grid”.

The proposes of Fiab, emerged in the twenty-first National Assembly of the Association, held in Palermo April 16 to 18, rang from the project La Ciclopista del Sole (The bicycle path of the Sun), a bike trail that crosses the boot from the Brenner to Sicily, to the guide Albergabici which, together with the website Bicitalia, provides all the useful information for who travels in Italy by cycling. Another interesting and suggestive initiative is the recovery of old disused railway lines, to be converted into cycle paths (greenways). A good example comes from Liguria, where they were completed the first 24 kilometres of the first Italian greenway on the sea, a cycle track that connects San Lorenzo al Mare to San Remo, on a path of small villages and natural sites of great beauty. For those wishing to rent a bicycle, even electric, there are six points of rent along the track (www.nolobici.it). Some European countries are already far ahead in the recovery of disused railway lines: in Spain in the '90s they started the program Vias Verdes, which led to the conversion of 1700 kilometres of disused railways into greenways. Even in Holland, where the traditional culture of cycling is very rooted, hundreds of kilometres of bicycle paths, many of them on old railway lines, have been developed. For those interested in exploring Europe by bicycle there are a lot of offers for next summer: group tours with a guide (you can sleep in the cabin) from Amsterdam to Bruges, Belgium, between mills, dams and canals (www.girolibero.it) or routes along the banks of the Danube in Austria, while the luggage travel on their own between the various hotels where you spends the evening (www.funactive.info).

In short, cycle tourism loves communicating through the web and seems really for those interested of the new trend of 2010 there will be spoiled for choice! More...

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Slow holidays in Alta Badia

by Anna de Polo

Walking in nature and wild landscapes, doing outdoor sports, enjoying healthy food and relaxing away from the stress and pollution of the city: these are some of the ingredients of a holiday in the mountains as conceived by most of us. From this year in South Tyrol one more ingredient is proposed: deciding not to use the car for the duration of your stay. This is what expected by the initiative "Stop ma con gusto” (Stop but with taste), launched by the Tourist Consortium Alta Badia: who adheres to it must hand over on arrival the keys of his car, which will be symbolically sealed with a biodegradable band bearing the inscription "Stop ma con gusto”. In return he will receive a box of typical organic products and the repayment of the Mountain Pass, a card that allows you to use 12 summer lifts and the public transports to travel from one country to another and towards the Dolomite passes.The card also gives discounts on many facilities on the entrance to the ice stadium in Corvara, the public swimming pool, the cinema and much more. The aim of the initiative is to limit the traffic of cars in the valley, reducing both atmospheric and noise pollution, and to encourage visitors to experience their holiday in a simpler and healthier way, walking, cycling or using public transports. Easy to say but a little less to do, for those accustomed to using the car daily, but choosing to spend holidays in the mountains means choosing nature, sport and wellness and what more than traffic is enemy of all these three?

In Val Badia environmental sensitivity has become a tradition: investment in green building, biomass district heating, non-polluting lifts and recycling are just some of the choices that governments make every year in South Tyrol for the environment. Last April, for example, was launched the competition "Il prato più bello” (The most beautiful field), on the initiative of the provincial councilors Hans Berger and Michl Laimer, who explain:«The competition is much more than just a race, because in the year of biodiversity we wanted to draw attention to the significance of fields intact in their biodiversity, well-groomed and harmoniously incorporated into the landscape». Currently the participants are 150. Expired the deadline for entering the competition, the second stage involves the assessment of the fields, on the basis of various indicators such as site, biodiversity, use, structural diversity, size and more, while the award ceremony will take place in autumn.

But remaining in terms of "taste", this year the Tourist Consortium Alta Badia also offers, after the success of winter "Sciare con gusto” (Skiing with taste), the new summer trend “Peaks of Gastronomy”: a series of events that combine the pleasure of walking with that one of good food in some of the most beautiful places of the Dolomites, including three UNESCO World Heritage sites in June 2009. The program of the various proposals is full of ideas and tasty appointments, ranging from “Alta Badia Apenrosa aperitif”, aperitif with typical South Tyrolean products, every Thursday, to the “A taste for walking in Alta Badia”, at the alms with degustation, to the “Breakfast in the mountain refuge”, to enjoy the sunrise while enjoying local products.

If tourism is not just a "disposable" approach to the territory, but also a way to get in touch with nature and the people of a certain place, it is right that those who choose to stay in Alta Badia come into line with the South Tyrolean population and its strong environmental sensitivity. If they love and protect their natural environment, all the more so we should do it ourselves, which are only "guests", by abandoning our cherished car for a week or two. More...

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You’ll be hungry…. Cycling and ecocycling at the hotel!

by Annalisa Audino

What can you make for a dinner for free? In Copenhagen, at the luxury hotel Crowne Plaza, is necessary to simply cycling for 15 minutes to taste a supper cooked by the best chefs of the structure. It is not a joke but the original initiative of the owners of the hotel to produce energy and above all to communicate that it is possible to create new sources of energy through new forms of sensitization and to show that it is possible to conjugate services of luxury and efficiency with an energetic waste equal to zero. The volunteers, pedaling on cyclette able to produce electricity, have the possibility to win a meal from 200 crowns (around 27 Euro) if they succeed in producing at least 10 Whs of energy.

It works like this: you go cycling in the covered terrace where some cyclettes that, to an average speed of 30 kilometers per hour, are able to produce around 100 Whs of electric energy in an arc of time of 60 minutes. Every time that a guest reaches 10 Whs he is rewarded with the free meal and the produced power, calculated as thanks to an iPhone climbed on on the handlebar, is preserved in a battery and inserted again in the principal feeding of the hotel.

Obviously there is need for a lot of energy, since the building is composed of 25 plans and 366 rooms: the goal is to verify, by June 2010, if this type of electricity generation is able to compete against the system solar panels system already installed on the structure. Furthermore, in a few months, the use of stationary bikes will be open to all and therefore also fitness enthusiasts can pedaling and produce energy, without necessarily having to book a room.

«The project was born to answer to the meeting of Copenhagen - Frederikke Tømmergaard explains, press office of the hotel - and to make possible that the city becomes one of the greenest of the world with one of the greenest hotels to the world, ours. All we can contribute to an ecological politics: this is the demonstration».

«Last week 15 people won the supper in our restaurant. These electric bikes - Allan Agerholm explains, general manager of the hotel - offer the possibility to keep fit and at the same time to produce energy to our clients. It will be interesting to see how much they will stick in the future and how much energy will be produced». The hotel is part of the UN Global Compact, the program of social responsibilities of the United Nation to which the enterprises, engaged to respect some principles in theme of human rights, job and care of the environment adhere. As ecological building it is also certified according to the European normative, using exclusively lamps to energetic saving, air towels and solar panels, and it is the first hotel of the whole Denmark to have energy entirely produced by renewable sources.

If the ecological pedaling is successful, the initiative will be exported to all Hotels Crowne Plaza chain worldwide: obviously it is unlikely that the entire hotel system is totally stoked with the bicycles of its customers (100 Wh energy are just enough to keep a 100-watt light bulb for one hour), but it's definitely a good start to show that you can improve and change. I’ve already wanted to pedal ... and you? More...

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Give way to a new civilization

by Annalisa Audino

The official bulletin is impressive: every year on Italian streets are killed 1,000 people between cyclists and pedestrians of which 30% loses his life while crossing the street on strips, more than 20,000 are injured and over 50% of victims has more than 65 years. And what is more ridiculous is that all these tragedies are avoidable with the mere compliance by driving (and sometimes who walk). Precisely in order to draw attention to the rights violated in the so-called "road users weak" started on April 15, the national campaign "Siamo tutti pedoni" (We're all pedestrians). Venice, Bari, Bologna, Cosenza, Genoa, Palermo, Rome, Monza, Pisa, Trieste, Naples, Palermo, Barletta, Verona and many other cities partecipate to this campaign.

The communication campaign and related initiatives taking place behind the pedestrian crossing where motorists waiting for the Green piezosurgery booklet with cartoon characters who invite messages to drive putting safety first, pedestrians in the first place, but not only. In the booklet, delivered by operators with hats and t-shirts dedicated to initiative, you can smile and think with cartoons of Giannelli, Vauro, Giuliano, Staino, Pillinini, Rebori, Maramotti, Minoggio, Gomboli and Zaniboni. And so, between the image of Dante crosses "hell" of a busy street and little Red Riding Hood who is encouraged to pass through the Woods and not for the road because "than meets the Wolf", is reflected on the difficulties of who to move uses the oldest means of transport: the feet.

Many are also the familiar faces of real or imaginary characters whose image is associated with messages of prudence: among these Eva Kant explains to Diabolik that out of the car is "a pedestrian as others" Licia Colò reminds us that man is a " pedestrian to nature" and Piero Angela reads "When you drive recalls that even thou art a pedestrian ". Massimo Gramellini urges finally to bring "the air of Europe on Italian streets" and points out that "In civilised countries the pawn is sacred". Among the characters involved there is also the writer Carlo Lucarelli, comedian Vito, correspondent of Striscia la Notizia Cristina Gabetti, actors Lucio Allocca and Germano Bellavia (the Vigili Otello and Guido in Italian soap opera "Un posto al sole"), Franco Taggi of the Istituto Superiore di Sanità and philosopher Duccio Demetrius. All praise the art of walking, a habit that is good for the health of humans and Earth because, inter alia, the pawn non-polluting and does not waste energy.

The campaign started on 15 April and runs until 31 May. Takes place under the patronage of the President of the Republic and is promoted by CGIL, CISL, UIL unions, pensioners, for the road safety education and security of Emilia Romagna, Antarctica and numerous local government, health care companies and associations.

At the third edition will also many collateral in the squares of cities adherents, including workshops for children and an exhibition, "Siamo tutti pedoni", 40 panels in Forex whose leitmotif is the satire and irony, in the belief that snatch a smile, though often bitter, can be very effective to reflect. The cartoons like arrows, may hit for their simplicity and directness the hearts and minds of people over many words. The exhibition presents over to the cartoons also illustrations, photographs with characters associated with messages, panels with scientific and educational texts, text devoted to walk and instructions to be of "good pedestrians".

The event then, as well as the exhibition, wants to offer an opportunity to reflect on the tragedies involving pedestrians and, more generally, their lives difficult city reigned almost sovereign cars. At the same time, it wants to spread awareness about the possibility of creating in Italy, like other European countries, a cultural climate and structural conditions adapted to grow safety and pleasure of pedestrian mobility. Walking is good for your health, persons and of the Earth. Everyone who walks does not pollut and does not waste energy. The goal is to build a virtuous circle that hold together the many social and institutional actors: retired from schools to unions, municipalities, associations.
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Donkeys to promote

by Eleonora Anello

A different experience from the classic carousel ride. It appears so to the children running alongside the promenade of Finale Ligure (Italy) the initiative promoted by AIVAM (Italian Association for the Promotion of Donkey and Mule) based in Giaveno (Piedmont) that for ten years has been fighting to ensure that donkeys and mules would not be forgotten and would not disappear from the countryside and mountains, inventing new uses and disseminating their culture and history.

When we meet Aldo Vico, a retired teacher, founder and coordinator of AIVAM, a child is waiting patiently to give him a drawing that represents herself while riding Grigina, a mule that in 1990 after attending the Palio of Alba (a donkeys race) was destined for the slaughterhouse.

Aldo walks tirelessly back and forth to interact the children with animals for many never approached or petted, and does so in a way very similar to his four-legged, in a slow and relentless, step by step, hoof after hoof. Waited for their turn, the children are placed in the animal almost like a ceremonial: before Aldo tells them some curiosity about the donkeys, then carefully choose the more appropriate helmet, and, finally, they are ready to mount on the back.
Mr. Vico, what are the AIVAM’s activities?
«The exceptional rusticity, the resistance to fatigue and the frugality of these horses so-called "minor", make it the ideal companion for hiking in high mountain and irreplaceable means for transportation of materials of all kinds such as food, camping, sports (canoes, mountain bikes) or cinematographic equipments. At this time, we are working with a construction company that is building a house in a place not accessible by heavy vehicles on the Ligurian coast. Today the donkeys at the margins of society because of modern mechanization and cultural patterns that favour speed, immediacy and little attention to the environment. Unlike the donkey is slow and thoughtful in its certainly ecological exist and work and we "raise" for this».

The communication of your association has therefore the educational purpose, but also serves to introduce you to finance the survival of animals protected. By what means do promotion, in addition to the tour in Finale?
«Our animals need daily care, food, wide space in which to live and shelter. To finance us manage a site, let us expand the number of our members, about a hundred in all Italy, and for years we have been teaching in schools. After an initial inspection by competent teachers, come from schools with donkeys so that the students can see up close. We give more information about the peculiarities of these special horses, do a tour to each student and comment on our photo exhibition, organized in collaboration with the municipality of Giaveno and the Piedmont Region, composed of 23 panels 70x100. The photographs are divided into two distinct strands: one historical and civil, to the beginning to the present day, the other military».

Two girls continue to tear the grass beds to feed the mules of the avenue. Maybe it's time we leave. The tour, monotonous and inexorable, may resume! More...

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Ecoman goes by walking school bus

by Eleonora Anello

Green suit and cape, a large E on his chest and a single mission: to teach children to be leading a greener lifestyle healthy and sustainable. It's called Ecoman and is the new superhero created by the Italian Ministry of Environment and the Regional Environmental Center (REC).

The comic will be distributed in booklet form and was presented at Parma, at the Fifth Conference on Environment and Health (March 10 to 12) led by the Italian Ministries of Environment and Health and WHO Europe. The ecological superman, a figure near to the youth imaginary, with the motto “Il nostro agire fa la differenza” ("Our work makes the difference"), poses specific questions to the inhabitants of Asmaville, sickly children, choked by smog and numbed by a lack of movement, on environmental key issues, such as water, electricity, health and climate change.

In the advertising campaign targeting young segment, the comic is widely exploited for its ability to arouse interest, especially for its iconic power and its simple language. In addition to the message that want to convey, its sequence and its static nature, in conflict with the YouTube generation to which it is addressed, can involve the user thanks to its characteristic white space separating the cartoons, filled by the imagination of the reader. And you know, the recipient involved is probably more easily manipulated.
What it raises some concerns about the campaign is not much the choice of the comics, but that of the cartoon character: caring environment, is it truly a heroic act?

Going to school walking bus, as recommended Ecoman, is a fact so extraordinary? To see what happens in Cremona (Lombardy – Italy) since 2006 would not seam. Active in 8 primary schools, 20 lines in operation, 253 children enrolled, 123 carers between parents and volunteers, 13 km route each day, the Cremonese walking bus is operated by the Laboratorio dei Bambini of the Educational Policies Sector of the Municipality is part of a larger project “Io cammino... alla grande!” (“I walk ... great!”) which deals with the future citizens to spread the knowledge of the area, its landmarks, the stories and develop an emotional bond with their places of life.

Stefania Reale, head of the walking school bus, explains how, unlike Ecoman project, «The promotion of the service is actually divided the territory through various levels: from meetings with parents, to the dissemination of a brochure and a poster (especially to search for new companions); from the information presence at the event of the city, to the constantly updating the website and the newsletter allows us to communicate with members. The City also organizes an annual competition and a party with lots of awards for both children and adults, in order to increase the enrolments and to involve the schools should live the walking school bus as an educational service to be implemented in collaboration with the families». More...

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Streets open to children

by Annalisa Audino

It is time to give space to children: Legambiente will give it throughout Italy on Sunday, April 18th with the 2010 edition of “100 strade per giocare” (“100 streets to play”): a whole day dedicated to the theme of traditional games for mobility with a reappropriation of territory, roads and cities. The manifestation, final event of the wider winter campaign “Mal'aria”, is not only an opportunity to enjoy a city more beautiful and cleaner, but an opportunity to return streets and squares to citizens, to rethink public spaces in ways that are more usable by all, to promote and encourage more sustainable mobility which takes account of the needs of younger people. One way to guarantee the everybody the security to cross a road without risking to be invested, walking on a sidewalk unhampered by automobiles savage parked, breathe without risk to human health arising from traffic and smog.

From the smallest villages to the big cities in which the levels of particulates are consistently higher than the norm, the event will be an opportunity to close to traffic streets and squares to return them to the free movement of pedestrians, to organize gatherings in the form of games, theatrical and musical performances, relays, workshops, exhibitions, debates and blitz against invasions of cars!

A communication campaign that wants to be tangible, that wants, in other words, to demonstrate that the city can live without traffic, smog and noise and appear not only beautiful and liveable, but also more healthy and suitable for children. This initiative is a time of celebration and socialization through the play and the conviviality is an opportunity to experience another way of life not only for children but also adults.

You must indeed reduce the level of fine particles due to vehicular traffic, changing lifestyles and technologies: the fight against climate change should pass not only through the municipalities, which may adopt incisive measures for sustainability, but also by individual citizens and associations. In short, as tradition for 15 years, "100 strade per giocare" will be a celebration for everyone, children and adults, without exclusions for a future greener and safer. For more information email ragazzi@legambiente.eu or telephone 0686268352. More...

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