Interactive Powerpoint_How to Master effective communication
01coolbike Presentation
1. Creating markets and demand for sustainable living
创造可持续生活的市场需求
2011 战略合作伙 Strategic Partners：
2. GoodtoCN Goals 目标
• 创造更好的城市生活方式
Create better urban lifestyle
• 让可持续生活成为触手可及的生活好创意
Make sustainable living inspiring & accessible
• 减少环境影响，受益每一天
Benefit in everyday life & reduce environmental impact
3. GoodtoCN Goals 目标
• 缓解城市空气污染
Environmental initiative to reduce Shanghai’s air pollution
• 将自行车整合植入未来城市交通系统成为促进可持续发展的元素之一
Position bike as integrated element of future urban transport to support sustainable
• 促成包括相关基建、产品和观念的社会变革
Create social change: changes in infrastructure, product and people’s perceptions
5. How 如何行动
行动
ACTION
• 政府机构＋商业支持＋环保组织
实施进程 Government + Biz + Org
PROCESS
• 优化道路使用：长效规划及立法支持
• 促进多方协作
Optimize road usage: schemes &
Collaborate legislation
• 发展改进基础设施和辅助工具
Develop support tools & • 建立维护有安全保障的自行车道
Build and maintain safe and secure
infrastructure
urban bike pathways
• 完善自行车租赁系统
Maintain public bike hiring system
• 向骑行者提供辅助服务项目
Provide support services for bike-
owners
• 呼吁合理使用汽车
Encourage and support people to
consciously consider car usage
6. Why 为什么这么做
局势紧迫
ON THE RISE
• 交通污染严重：2020年，汽车数量
将高达现在三倍以上
Transport pollution: cars to triple
by 2020
• CO2排放总量持续上升
CO2 levels
• 交通拥堵及安全问题与日俱增
Traffic issues: congestion, safety
• 市民健康、肥胖问题令人担忧
Healthy issues: young & elderly,
Obesity
9. GoodtoCN Target 受众目标
与自行车文化完美契合的生活渴求
Lifestyle desires perfect match with bike culture
生活渴求 优先级
DESIRES PRORITIES
• 快乐 Happiness • 个人身心健康
• 和谐 Harmony Personal health and wellness
• 简单 Simplicity • 广泛的个人社交
• 自由 Freedom Strong interpersonal communities
• 闲适 Leisure • 向往城市居住环境
Living in an urban landscape
• 个人兴趣追求
Pursuit of individual interests
• 洁净的空气环境
Clean air & environment
SOURCE : KPLUNK Studies 2009-2010
10. GoodtoCN Target 受众目标
对于自行车的看法及观念相对陈旧
Bike perceptions fall short
现状
NOW
• 自行车被视为一种过时的交通工具
Bikes perceived as yesterdays transport
choice
• 自行车文化与年轻人对生活的期望有所差
距
Bike culture does not support youth
aspirations
SOURCE : KPLUNK Studies 2009-2010
11. GoodtoCN Target 受众目标
对于自行车的看法及观念相对陈旧
Bike perceptions fall short
现状
NOW “开跑车是财富的象征，自行车
• 自行车被视为一种过时的交通工具 是农民的交通工具。”
Bikes perceived as yesterdays transport “Yes riding a sports car is for
choice the rich. Riding a bike is
• 自行车文化与年轻人对生活的期望有所差 “ding ding” for the farmers”
距 09－10年上海年轻人自行车观念调查
Bike culture does not support youth 20 something Shanghai Youth research
2009/2010
aspirations
SOURCE : KPLUNK Studies 2009-2010
12. GoodtoCN Target 受众目标
对于自行车的看法及观念相对陈旧
Bike perceptions fall short
现状
NOW “开跑车是财富的象征，自行车
• 自行车被视为一种过时的交通工具 是农民的交通工具。”
Bikes perceived as yesterdays transport “Yes riding a sports car is for
choice the rich. Riding a bike is
• 自行车文化与年轻人对生活的期望有所差 “ding ding” for the farmers”
距 09－10年上海年轻人自行车观念调查
Bike culture does not support youth 20 something Shanghai Youth research
2009/2010
aspirations
把骑行带回日常生活并创造一种“酷骑”体验
We need to bring back the bike and make it cool to ride
SOURCE : KPLUNK Studies 2009-2010
14. GoodtoCN 01Coolbike Platform 酷骑项目平台
产品设计创新
Recreate "Bay to Breakers” Product design &
express and race 讲座分享会
innovation
再造骑行文化 诠释自我 Presentations
生态城市/环岛骑行
酷骑体验 Eco city/island ride
GoodtoCN Cool bike event
创意工场&骑行
摄影摄像比赛
Workshop & ride
Film & photo
Creative workshops competition
make a bike
调研
Research
创意工场 单车DIY Cool bike
Initiative
缓解气候变化骑行
Climate change ride
政府基建
Infrastructure Gov Platform
酷骑项目平台
15. GoodtoCN 2010-2011 Success Big Events 活动回顾
Chongming Xianqiao
Sustainable Community
event in partnership with Design Research Project
崇明仲夏节
Mid Summer Festival
250人参与到崇明岛“酷骑”
和“城市农耕”活动中。
合作者：Specialized, TNT,
Make midsummer magical! Join the creativity,
innovation and outdoor life on Chongming island.
Events: Launch “Design Harvest”, 01coolbike ride,
02urbanFarming workshop, Chongming food & wine.
Bring your bike to People’s Square 8.30am on 26th
June. Buses leave for Chongming Island event
and return 27th June 10am.
Forever，TEKTAO, Biofarm
250 participants 01coolbike
2010 6 26
urban farming activity
6 26
8:30 6 27 10:00
www.Kplunk.com
Chongming Island
CRITICAL 城 生态设计市集&城市骑行
MASS 市 相
约
Eco design fair & Critical Mass Ride
RIDE 骑
徐
家
汇
09:15 行 公
园
4月16日 周六上午
Saturday April 16th
meet at Xujiahui Park
300＋人参与酷骑活动；
Bring your bike!
徐家汇公园到南外滩老码头;
城市农耕；生态设计市集；
合作者: Eco Design Fair,
water house, the wellness works
To
Ec
300+ participants 01coolbike
o
D
es
ig
n
Xujiahui Park to Cool Docks
Fa
ir
开启地球周,
骑出清新空气. 享受充满创意设计和活动的精彩生态日 了解详情与注册报名请访问
And a day of fabulous eco-conscious design and activities. More info & register
www.goodtochina.com 活动视频FILM
16. GoodtoCN 2010-2011 Success Big Events 活动回顾
设计健康生活展 每日5000名参观者，总数达17000；
Designing Eco Lifestyle 01酷骑线上应用”其乐无穷”介绍；
自行车试驾体验；健康家庭展示；
为超过35个展商设计展位；
Designed sustainable pavilion for 35+
exhibitors. Goodtochina cool Living room
preview on line biking application for
biking for future forward cities
Test the best of city bike
17000 visitors, 5000/day
崇明生态狂欢节
Eco Global party
600名以上的参与者；
崇明岛音乐节；
生态市集；酷骑；
合作者：Specialized,
Design Harvests;
600 + participants
Ride @Chongming Island
Concert, eco fair, eco food,
01coolbike
17. A taste of the media 媒体报道
生态狂欢节
报道见于 ICS外语频道 9点新闻，2010年11月27日
“组织者致力于推动和唤起人们对于生态友好型生活的意
识。”
“我被狂欢节上的这种积极正向的力量感动。热情四射的年轻
人在一起分享自己的低碳生活经验，尽情享受生活！”
“I was very encouraged by the feeling of positive energy at
the festival. A growing movement of climate change aware,
passionate young Chinese individuals sharing experiences
and tips on living low carbon lifestyles,and showing that there
is no need to compromise on fun! “
——Ogilvy Earth
18. A taste of the media 媒体报道
世界无车日
报道见于2010年9月29日 《上海日报》
“自行车恰恰是一种解决方案而不是问题。”
——Susan Evans World Car Free day
Shanghai Daily 29/9/2010
“我们确实需要在诸多方面进行改进来支持上海的自
行车文化。 “Bikes are part of the solution not the problem”
首先我们要把自行车视为一种实用、健康、有趣的交 Susan Evans
通方式，它不仅能解决交通问题，更能减小环境污染的影 “There are indeed many aspects that can be improved
响。上海的骑车环境正在变得越来越不友好。总体来说， around Shanghai to support a biking culture. First we need to
行车安全和车辆安全都令人担忧。城市的主干道和交通节 see bikes as part of a solution as a great urban transport
点甚少考虑自行车的行驶安全和便捷。在上海，几乎很少 option that is practical, healthy, enjoyable and non-polluting
有为非机动车设置的交通灯。”一些非机动车道往往堆满 rather than a transport problem.
了砖块、沙子和水泥。 Shanghai is becoming less friendly for cyclists. There are
“我的伙伴不愿意再在上海的大街小巷骑车因为他们 many reasons why, yet overall there is an increasing lack of
担心车会被偷。” safety and security on the road. From lack of space, more
——世博Odense Pavilion馆的总监Signe Z. N. Madsen and more cars to the development of major roads and
junctions its becoming more difficult for bicycles to
manoeuver. There are very few places in Shanghai, where
the traffic lights provide help for cyclists” Now, in Shanghai
cyclists are more likely to find the bike pathways, filled with
sand, cement or bricks or find that there are cars parked in
the bicycle lanes or driving in them.
“My team does not want to ride around shanghai anymore
as they are scared they will get their bikes stolen” said Signe
Z. N. Madsen Director of Odense Pavilion,EXPO Shanghai
2010 .
19. A taste of the media 媒体报道
报道见于《视觉中国》 设计健康生活
2010年11月10日 Designing Healthy
Lifestyles
本周末GoodtoCN围绕着“城市农 报道见于 2010年11月6日
耕”和“健康生活”的主题，进行了自 ICS外语频道9点新闻
行车设计以及最为成功的一次酷骑活动，
在Designing Healthy Lifestyles度过了一
个令人印象深刻的周末。GoodtoCN的工 “我们确实需要能够有效
作内容致力于两个层面： 降低碳排放影响的基础设
1、鼓励市民做一些力所能及的小事来 施和产品来实现更健康的
减少环境污染 生活”
2、与年轻创意人合作思考新颖的可持
续发展方案并执行实施 “There is a need for
infrastructure and product to
ChinaVisual 10th Nov 2010 support a lower carbon
impact society and healthier
GoodtoCN had an impressive weekend living”
at Designing Healthy Lifestyles, with －Susan Evans
their focus this weekend on “Urban
Farming” and “Healthy living”, this
included creating bikes & the best ever
01Coolqi ride.
GoodtoCN works on two levels, the first
is with Chinese residents to get them to
do “the little things in their lives”, that
everyone can do; – to reduce
environmental impact and secondly
GoodtoCN works creatively with
tomorrow’s leaders: to get them
thinking about the sustainable solutions
early on in their design and solution
building processes.
20. A taste of the media 媒体报道
报道见于《Enjoy Shanghai》”Good to be green”
2010年11月12日，头版
你觉得可持续发展在上海的最大挑战是什么？
“有太多的经济增长意味追求速度而忽视了可持续发展的理念——从住房到能源以及工厂生产。在像上海
这样的大城市里，几乎没有支持现代可持续生活习惯的设施、系统及产品。其实大多传统的习惯都是是可
持续和环保的，但对于今天的中国城市年轻人而言，这些习惯被认为是陈旧老派地。他们觉得发达国家的
生活方式才是最现代的……基于这种观念，我们就致力于提供给年轻人这样一种生活方式，但同时避免曾
经影响到美国和欧洲的环境问题。”
——Susan Evans
What do you think are the biggest challenges around sustainability in Shanghai?
“There are a lot, fast economic growth that is not grounded in sustainable solutions - from housing, to
energy to factory output.
For residents of huge cities like shanghai, there is little infrastructure, systems or product in place to
support modern sustainable behaviours. The old traditional behaviours are the most sustainable, but of
course the majority of young urban Chinese people want to move away from these values as they are seen
as old and for yesterday's generation . The modern, contemporary way of life is what young urbanites see
in developed countries...so, our job is to provide that "lifestyle", but without all the environmental issues that
it brings in developed countries, i.e. America and Europe. ”
-Susan Evans
Short Films:
http://v.youku.com/v_show/id_XMTQ5NzE1MjYw.html
http://www.tudou.com/programs/view/K_MFeVRl1tw/
21. 2011发展规划：战略伙伴/产品开发/支持项目
Develop: partnerships products and support
01酷骑——网络应用“骑乐无穷”即将上线
01cool bike Launch online application Biking for Future Forward Cities
骑乐无穷的使用人群
WHO SHOULD USE BFFC
骑乐无穷简单易用，是由城市规划者、当
地的政策制定者以及提出倡议的领导人为
了更好地理解一座城市的交通特点和有效
的骑自行车的实践之间的联系而设计的。
BFFC is a simple to use tool that is
designed for use by urban planners,
local policy makers and initiative leaders
to better understand the connection
between a city’s transport
characteristics and effective biking
practices.
22. 2011发展规划：战略伙伴/产品开发/支持项目
Develop: partnerships products and support
01酷骑——网络应用“骑乐无穷”即将上线
01cool bike Launch online application Biking for Future Forward Cities
骑乐无穷的
WHO SHOULD USE BFFC
骑乐无穷的使用人群
WHO SHOULD USE BFFC 骑乐无穷通过线上评估系统对城市交通环
境作出整体评价报告，向使用者实时地提
骑乐无穷简单易用，是由城市规划者、当 供路况信息，以便行车人能够找到更可持
地的政策制定者以及提出倡议的领导人为 续交通解决方案。
了更好地理解一座城市的交通特点和有效 BFFC enables an online assessment of a
的骑自行车的实践之间的联系而设计的。 city‘s urban transport environment. It
BFFC is a simple to use tool that is highlights successes and pitfalls so that
designed for use by urban planners, the user can explore methods to create a
local policy makers and initiative leaders more sustainable urban transport
to better understand the connection system with the bicycle at its core.
between a city’s transport
characteristics and effective biking
practices.
23. 2011发展规划：战略伙伴/产品开发/支持项目
Develop: partnerships products and support
01酷骑——城市骑行
01cool bike – Critical Mass Ride
城市酷骑:
CRITICAL MASS RIDES:
• 加强活动的参与度和黏着度
Increase intensity and magnitude of
rides
• 继续致力于建立和创造对自行车的正面认
识和意识
Continue to build and create bike
positive perceptions and awareness
• 与企业合作改善凝聚力建设活动
Corporate engagement activity
