Become a Mythos Legend : Use environmental friendly transport

For the 4^th consecutive year, Mythos brand will be communicated on ' Moving Outdoor media' (urban buses & buses in the provinces) in 7 cities throughout Greece, with a total of 13 buses used for advertising

This year, the message and visuals encourage people to become a ‘Mythos’, a legend, in using alternative, more environmentally friendly transportation means such as buses and bicycles. With the high level of car use, governmental & non-governmental organisations are making efforts to increase use of public transport, as well as bicycles (where this is possible) in order to reduce pollution.

The moving outdoor medium is one of the key media used for Mythos. By promoting the use of environmental friendly transport and using these to advertise its products, Mythos intends to demonstrate its commitment to contribute to a healthier environment.

The campaign is aimed particularly at young adults, especially among young people for whom environmental consciousness is becoming increasingly important.

In Greece

62.1% of all travelling to and from bus stations, harbours, train stations, airports, etc are implemented via cars, and only 2,36% via buses.
80.5% of transport means are cars within the wider Athens area.
There are significant transport problems in Athens and other urban areas as a result of car-overuse: cars account for 40% of CO2 and 70% of other pollutants, Average duration of travel within city is 15% higher than that of other European cities, high car accident indices

Stakeholder involvement

The campaign was launched on April 15, 2009 and will run until September. Mythos carried out various discussions with stakeholder groups to receive their input on the campaign and the intended visuals. It was understood that the brand is communicating: “environmental sensitivity”, “ecology”, “clean air-clean city”, and “use of alternative transportation (bicycle)”.