CLUB100 – A Citizen-Led Initiative for Climate-Conscious Mobility

CLUB100 is a communication-focused initiative tackling climate change by encouraging a voluntary reduction of the speed limit on Austria’s highways from 130 km/h to 100 km/h. Rather than relying on legislation, the project aims to inspire behavioral change from the ground up. Scientific data shows that this small adjustment could lead to annual savings of up to 180 million liters of fuel and approximately 400,000 tons of CO₂, while also improving road safety, lowering noise pollution, and reducing costs.

The initiative uses a positive and playful approach: a mobile app motivates users to maintain a speed of 100 km/h by offering rewards, progress tracking, and a sense of community through gamification. Instead of pointing fingers, CLUB100 extends an open hand—inviting participation through a shared sense of purpose and collective impact.

Visually, the campaign draws from the language of traffic signage to ensure clarity, accessibility, and high recognition. CLUB100 aims to make climate-conscious driving a social and cultural norm rather than a mandate.

In the long term, the project seeks to build a strong user base and generate meaningful data that can support a national referendum. By combining civic engagement, thoughtful design, and environmental responsibility, CLUB100 demonstrates how bottom-up movements can drive real change—starting with the simple act of slowing down.