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(t)andem, um talk-show em movimento
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Lisboa apresenta-se como a cidade portuguesa com a maior área metropolitana nacional, e como um dos destinos turísticos europeus mais frequentados. Diariamente um vasto número de pessoas procura exaustivamente deslocar-se pela cidade. Grande parte destas deslocações são realizadas de automóvel, com meio milhão de carros a circular na capital diariamente (NIT, 30 Outubro 2019), causando problemas como excesso de tráfego, de sinistros e emissões de gases poluentes, bem como a falta de estacionamento. Contudo existem alternativas mais sustentáveis que começam a ser acolhidas pelos cidadãos, e a Câmara Municipal de Lisboa elegeu como foco de ação a promoção de transportes individuais suaves, nomeadamente as bicicletas, trabalhando na construção de infraestruturas de suporte à mobilidade ciclável.
Depois de uma reunião com especialistas do Departamento Municipal de Mobilidade e Transportes da CML, a presente investigação assume-se como um estudo que visa a criação de um projeto de comunicação para a mobilidade sustentável no município, focado na promoção do uso da bicicleta e das suas vantagens enquanto meio de transporte urbano, bem como na desmistificação dos argumentos que retraem a sua utilização.
O processo investigativo apoiou-se numa metodologia mista, intervencionista e não-intervencionista de base qualitativa. Uma abordagem teórica à sustentabilidade, ao urbanismo e ao design de comunicação, combinado com entrevistas a especialistas, permitiu criar um melhor entendimento sobre as temáticas, consolidado através de uma sequência de observações no terreno.
No final do processo, a investigação materializou-se no talk-show em movimento (t)andem, onde apresentador e convidados conversam e circulam pela cidade numa bicicleta de dois lugares. Foi igualmente desenvolvida uma estratégia para a promoção deste conteúdo, para que seja conhecido e visto. Pretende-se assim contribuir para a consciencialização da comunidade para a adoção da bicicleta como meio de transporte e para a consolidação de uma mobilidade mais sustentável. Intenta-se igualmente reforçar a importância do design de comunicação enquanto ferramenta influente na comunidade e na modelação dos seus comportamentos, bem como de apoio aos municípios e regiões.
Lisbon is the Portuguese city with the biggest metropolitan area as well as one of the most popular European destinations for tourists. A vast number of people daily seek ways to move around town or commute across the city. A substantial amount of this movement is done by car, with over half a million cars flowing through the capital on a daily basis (NIT, October 30th 2019), causing a vast array of problems including traffic congestion, accidents, heavy air pollution and lack of parking locations. However, Lisbon locals and visitors alike, are starting to choose more sustainable means of transportation. Câmara Municipal de Lisboa (CML) has been focusing on promoting these sustainable alternatives, namely bicycles, by building infrastructure to support them, in particular bike lanes in the main city avenues. This research project emerged after a meeting with “Departamento Municipal de Mobilidade e Transportes” (Mobility and Transportation Department) of CML, and its main purpose is to create a communication project for the sustainable mobility options of the municipality. It is focused on marketing the bicycle and its advantages as an urban mean of transportation, as well as demystifying some myths that oppose its daily use. The research process is underpinned on a mixed methodology, with both intervention and nonintervention research of qualitative basis. Using a theoretical approach to sustainability, urbanism and communication design, coupled with interviews with specialists, allowed for a better understanding of the subject matter that was later strengthened by observations in the field. The research resulted in the development of (t)andem, a talk-show on the go, where the host and a guest talk while moving around the city on a two-person bicycle. Additionally, a promotion strategy for the show was also developed. The intent of this project is to present the bicycle as a viable option to move around Lisbon while also raising awareness of the community for sustainable means of transportation.Furthermore, this project aims to show the importance of communication design as a tool to help municipalities and regions reach out to their citizens and be able to bring forth behavioural change.
Lisbon is the Portuguese city with the biggest metropolitan area as well as one of the most popular European destinations for tourists. A vast number of people daily seek ways to move around town or commute across the city. A substantial amount of this movement is done by car, with over half a million cars flowing through the capital on a daily basis (NIT, October 30th 2019), causing a vast array of problems including traffic congestion, accidents, heavy air pollution and lack of parking locations. However, Lisbon locals and visitors alike, are starting to choose more sustainable means of transportation. Câmara Municipal de Lisboa (CML) has been focusing on promoting these sustainable alternatives, namely bicycles, by building infrastructure to support them, in particular bike lanes in the main city avenues. This research project emerged after a meeting with “Departamento Municipal de Mobilidade e Transportes” (Mobility and Transportation Department) of CML, and its main purpose is to create a communication project for the sustainable mobility options of the municipality. It is focused on marketing the bicycle and its advantages as an urban mean of transportation, as well as demystifying some myths that oppose its daily use. The research process is underpinned on a mixed methodology, with both intervention and nonintervention research of qualitative basis. Using a theoretical approach to sustainability, urbanism and communication design, coupled with interviews with specialists, allowed for a better understanding of the subject matter that was later strengthened by observations in the field. The research resulted in the development of (t)andem, a talk-show on the go, where the host and a guest talk while moving around the city on a two-person bicycle. Additionally, a promotion strategy for the show was also developed. The intent of this project is to present the bicycle as a viable option to move around Lisbon while also raising awareness of the community for sustainable means of transportation.Furthermore, this project aims to show the importance of communication design as a tool to help municipalities and regions reach out to their citizens and be able to bring forth behavioural change.
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mobilidade sustentável mobilidade ciclável rede ciclável design de comunicação estratégia de comunicação talk-show