
Deutsche Bahn launches clean-up campaign against graffiti and garbage
Deutsche Bahn (DB) has launched a new, broad-based campaign under the motto "Clean is better" to improve cleanliness at its approximately 700 train stations nationwide. The campaign focuses on humorous advertising clips that personify garbage and graffiti. In the first spot, an actor dressed as a spray can, caught spraying graffiti, shouts at his pursuers that it is "art," but a railway employee comments, "That can go," followed by the use of a pressure washer. In other films in the campaign, actors will take on the roles of chewing gum and a cigarette butt to draw attention to the problem of garbage at train stations. The chewing gum actor, for example, provides humorous moments with puns like "Stick your dream, they said!" In addition to these social media formats, the cleanliness initiative also includes online films, digital outdoor advertising, and stickers on trash cans and cleaning vehicles at train stations. The campaign is embedded in the broader "Welcome at the Station" initiative, with which Deutsche Bahn aims to enhance the quality of stay and future orientation at its more than 5.400 passenger stations. According to CMO Martell Beck, the campaign aims to demonstrate what Deutsche Bahn is doing to ensure travelers feel comfortable and welcome at its stations. Another focus of the communication is the modernization measures that DB is currently pursuing, for example in the areas of accessibility and weather protection. The new campaign platform is intended to enable the communication of various topics related to train stations in a personable manner.








