Austria has introduced an initiative that offers a year of free public transport to individuals willing to get inked with the word 'Klimaticket' (the nation's comprehensive public transportation programme).
The unconventional campaign came from Green Party member and Austria's Climate Minister, Leonore Gewessler, and has sparked a nationwide conversation.
Gewessler herself embraced the campaign fervently, promoting it at the Frequency Festival held in St. Pölten last Thursday. Proudly wearing her own temporary tattoo, which displayed "Gewessler takes the lead," she staunchly defended the promotion, deeming it unproblematic. However, not everyone shared her enthusiasm, and the tattoo-for-a-ticket scheme has encountered scepticism from other Austrian lawmakers and social media users alike.
At various events this summer, a pop-up tattoo parlour emerged, adorned with a banner that declared 'Aktion geht unter die Haut' ('Action that gets under your skin'). Festival attendees were invited to receive a 'Klimaticket' (climate ticket) tattoo in exchange for a year of free, nationwide train travel. Organisers report that six individuals, three at each festival this summer, have taken the plunge and received their complimentary tickets.
The annual 'Klimaticket' provides access to nearly all public transportation services in Austria, enabling travellers to traverse the country for a mere €3 per day, with discounts available for youth, seniors, and people with disabilities. This pass comes at an annual cost of €1,095, with approximately 245,000 individuals currently in possession of one.
'Sustainably stupid'
At events featuring the tattoo tent, participants were also offered other tattoo designs centred around public transport, sustainability and climate change. The offer of free rail travel was limited to the first three individuals who opted for the 'Klimaticket' design at each event.
Critics have expressed concern over the campaign, however, suggesting that it encourages irresponsible behaviour among young people. One Instagram user said: "Is this such an exemplary action? Motivating young adults to get tattoos?" In response, the Klimaticket account simply stressed that it came down to "personal responsibility".
Critics also accused Gewessler of exploiting young people's bodies to advertise her policies. Henrike Brandstötter, an MP for Austria's liberal NEOS party, contended that "offering people money for putting advertising under their skin reveals an unacceptable view of humanity from a government minister." The Standard newspaper labelled the offer as "sustainably stupid," while the Salzburger Nachrichten characterized it as "naked cynicism."
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Gewessler defended the campaign in a local TV interview, emphasizing the care with which it was executed. She also said that "it is only done during daylight", when festival goers were less likely to be inebriated. Additionally, she clarified that the tattoos were "only offered to people over the age of 18".
Representatives of the company selling the climate ticket reported "extremely positive" feedback from festival goers and noted that the campaign had been well-received. There are now no more events planned for 2023, and it remains uncertain whether the free ticket offer will make a return in 2024.
Austria's bold and polarising experiment concerning tattoos and public transport has highlighted the intricate dynamics between climate activism, personal choice and government incentives. Whether this initiative will have a lasting impact or remain a fleeting experiment is yet to be seen.
