The new Piano Viabilità Polo Luganese (PVP) is changing mobility habits in the region of Lugano. The new Vedeggio-Cassarate tunnel is providing a new access route. The PVP covers all the measures, which accompany this change. The aim is to reduce through-traffic, create a quieter environment in residential districts and boost short distance public transport. The campaign supports this project, which has aroused controversy among the local population. In addition to traditional information channels, the campaign focuses on more unusual forms of communication, such as performances and media projects in schools to actively involve the population.