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Celebrating 20 years of slowing down

Trage Wegen vzw

TL;DR

For the 20th anniversary of Trage Wegen (Slow Roads), we made going slow the main event. With a campaign that put forgotten paths in the spotlight and an award for the “Traagste Weg” (“slowest road”), we got people to rediscover and reclaim the slow lanes of Flanders and Brussels.

Scope of work

In short

Not everything has to be fast, faster, fastest. For 20 years, Trage Wegen has been championing the beauty and value of forgotten paths, those small but mighty trails that connect communities, nature, and history.

For the big anniversary, we launched the first-ever ‘Traagste Weg’ award, a playful yet meaningful way to get people involved. Citizens, municipalities, and organizations could nominate their favorite slow roads, and the public got to vote on which path deserved to be crowned the slowest in Flanders and Brussels.

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The challenge

How do you make slowness exciting in a world obsessed with speed? The campaign needed to be more than just a celebration, it had to activate people to think differently about public space and mobility.

The insight

People value slow roads, but they often take them for granted. By turning them into something to celebrate, nominate, and vote for, we gave communities a reason to rediscover and protect these hidden gems.

The outcome

Supermachine crafted a campaign that turned going slow into a movement. We designed a visual identity and social media campaign that encouraged people to nominate and vote for their favorite slow roads. The competition sparked community pride, with municipalities, walkers, cyclists, and nature lovers rallying behind their favorite paths.

The winning road got its own moment of fame, with an official press event, signage and a godfather to champion its cause. And with the campaign’s reach, more people than ever realized: slow roads are worth the detour

In numbers

In detail

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The campaign kicked off by inviting local organizers and residents to nominate their favorite slow road. We made the process simple and engaging, with a dedicated landing page, social media push, and digital materials for local governments and organizations to spread the word.

Once the nominations were in, we handed the power to the people. A shortlist of 20 roads was announced, and the public had the chance to vote for The Slowest Road of 2022. The winner? More than just a title: we ensured the road got official recognition, a press moment, and most importantly, a real facelift. The path was literally put ‘in bloom’ with flowers, signs, and a renewed sense of importance.

Through a mix of social engagement, press coverage, and community involvement, we didn’t just mark 20 years of Trage Wegen, we set the stage for another 20 years of celebrating the beauty of slowing down.

Looking to turn your mission into a movement? Let’s talk: hello@supermachine.be.

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