The city wants to encourage people to walk or to use public transport instead of driving
As in almost all cities in the world, Prague is facing issues with air pollution. And because cars are the major contributors to the unfortunate state, the Czech Republic’s capital has decided to fight the smog levels in an unconventional, yet very Czech way.
The city authorities have teamed up with a brewery to launch a campaign that aims to persuade locals to leave their cars parked at least once a week and go for a beer with coworkers instead. The Lobkowicz brewery, the main partner in the project, has even created a special beer called Prague Pedestrian that is supposed to underline the contribution of walking and public transport towards the environment.
“We were looking for an unorthodox way how to raise awareness about air pollution. And a beer named the Prague Pedestrian was just the right idea,” the project coordinator, Lukáš Eršil, told Idnes.cz.
The Czech Republic has zero tolerance policy for drinking and driving meaning that even after one beer people are not allowed behind the wheel and have to walk or use public transport instead. This is exactly what the campaign is aiming for.
“Prague Pedestrian helps to clean the air from benzo(a)pyrenes, nitrogen oxides and particles of dust. It’s because the beer was made for people to get just one glass with colleagues after work and to leave their business cars in the garage at least once a week,” the website Pivoprazskychodec, built for the campaign, says.
As a part of the campaign, the city has launched a week-long competition for teams from various companies. The brewery is now supposed to lend a fridge full of beers to ten best teams for a month. More than 40 companies took part in the contest, according to the website.
The city paid almost $45,000 from public funds for the whole project while the Lobkowicz brewery contributed a thousand bottles of lager. The Prague Pedestrian beer is now available in nine pubs and restaurant across the city.