School-Based Mobility Campaigns Spark Sustainable Change
von Susanne Reiff, GIZ/EUKI
With innovative, child-centred mobility campaigns, the Romanian cities of Gheorgheni and Râmnicu Vâlcea changed the mobility behaviour of pupils and their families, thus supporting the local transition towards climate neutrality. The campaigns, which were organised by EUKI’s Ready4NetZero project, demonstrated how engaging the youngest citizens can promote long-term sustainable mobility at local level.
“Oscar the Traffic Snake Game”: A Lesson in Sustainable Mobility
The idea was as simple as it was powerful: The “Oscar the Traffic Snake” campaign focused on pupils’ travel to school and proved that everyday mobility choices can contribute to reducing emissions and improving urban life.
For one week in October 2024, more than 500 pupils at two primary schools were encouraged to travel to school in a sustainable way: by walking, cycling, taking public transport or carpooling.
Each sustainable journey was rewarded with a coloured dot representing the chosen mode of transport. These dots were added to a large banner featuring “Oscar the Traffic Snake”, which was displayed at the two schools. As the snake filled with colour, it became a powerful visual symbol of collective achievement and environmental responsibility. The impact was impressive: Walking and cycling increased by around 20 per cent and traffic congestion in the city became noticeably lighter during the campaign. In this way, the project helped to shape responsible habits that support both healthy lifestyles and climate-friendly communities.
“What can you see on your way to school?”: Learning through Observation
In Râmnicu Vâlcea, more than 200 primary school students kept a “travel journal” documenting their daily journey to school. Their diary entries included details such as their chosen mode of transport, the reasons behind their choice and their personal reflections on using more sustainable travel options. They also made notes on their observations of the environment and traffic. During lessons, teachers encouraged students to examine the topic in more detail, reinforcing the campaign’s core message of sustainability.
The most interesting journal entries were discussed in an open class session, which was also attended by local officials. This helped to strengthen the connection between the schools and the local authority, fostering a community-wide approach to sustainability. The Municipality of Râmnicu Vâlcea plans to continue the project annually to reshape attitudes toward climate neutrality and turn commitment into action.
Investing in Children for a Sustainable Future
The strength of the campaigns was that they combined education, playfulness and strong visibility of their actions in the public space. They translated climate goals into specific daily actions and showed that local, low-cost engagement can deliver tangible climate benefits, strengthen community cohesion and support long-term urban transformation. By focusing on positive reinforcement rather than restrictions, they fostered enthusiasm instead of resistance.
Beyond reducing emissions, the campaigns revealed other indirect benefits of active mobility. When children walk or cycle to school by themselves instead of being driven by their parents, they can explore their neighbourhoods and gain independence. They also acquire practical road safety skills and develop situational awareness. In addition, they become more physically active, which supports healthier lifestyles.
By engaging with children today, Gheorgheni and Râmnicu Vâlcea are investing in a generation that sees sustainable mobility not as an obligation, but as a natural and rewarding way of life.