Berlin is to become more inclusive. So far, so good. But many people with disabilities know nothing about Muva, the BVG’s barrier-free service. To change this, we developed the “Berlin without borders” campaign with Via Mobility. We built the “mitfahrgnügen” channel from scratch, connected influencers with the community and used social media to show that mobility is for everyone. The result: over 345,000 people reached and a direct project extension.
Client
Industry
Service
Time Frame
Team
Tools
persons reached
Trips with children
Building a brand & inclusive community
Via Mobility offered a flexible solution for barrier-free mobility with the BVG Muva. However, although the buses had long been rolling through Berlin, there was a lack of digital visibility and trust among the target group. No social media presence, no visual guidelines: the project started from scratch. The political expectations? Already at the limit.
The app was ready, the fleet was on the road. But the target group remained skeptical or simply didn’t know about the offer. People with mobility impairments need more than just a technical feature. They need genuine trust. A lack of branding and changing political priorities made building a consistent brand message a Sisyphean task.
Our task: to build a bridge between measurable user numbers, which are crucial for the Senate and funding, and the reality of life for Berliners, for whom Muva is really relevant.
The BVG Muva has a clear message: barrier-free and inclusive mobility for everyone!
Instead of glossy commercials, we rely on real voices from the city. Under the motto “Berlin without borders”, we brought influencers such as Raul Krauthausen and Leonard Grobien on board. While the team produced content at the Global Disability Summit, we set up the “mitfahrgnügen” Instagram channel in parallel. We translated complex mobility topics into lively reels and placed suitable meta ads. Partners such as Lebenshilfe helped us to convey the message directly to the target groups and position Muva as a social player.
The "mitfahrgnügen" account shows barrier-free mobility in everyday transportation in Berlin.
"The collaboration with Leonard in particular has shown that inclusion works best when we give a stage to the people who use the service every day.—Franziska Wamsler, Project & Marketing Manager at jut-so
The figures speak for themselves: the reel by influencer “mum_in_berlin” alone increased the number of passengers with children by 100%. With over 240,000 impressions and hundreds of comments, the reel turned an abstract service into a lively topic of conversation. The community is growing, the political relevance is increasing and Via extended the collaboration for another three months. The Muva has arrived in the minds of Berliners – and completely barrier-free.
