The “Schülerticket Hessen 365” for 365 euros per year replaced all public transportation tickets for trainees and pupils, which were previously considerably more expensive depending on the price level. The ‘365’ concept has recently been extended to senior citizens as well. It can be used in all means of transport of the hessian public transportation authorities, whether train, RegioTram, S-Bahn, tram or bus, around the clock and every day.The expectation: students become aware of the benefits of public transport at an early age and that young people will increasingly stay with public transport and not switch to their own car. The campaign aims for providing an attractive offer in public transportation for a certain target group and is a marketing tool itself. The marketing message of an affordable and unlimited use of public transportation stands for itself. The message “one Euro per day” for unlimited use of public transportation makes the offer accessible and bolsters sustainable mobility habits in an attractive way.