For DB Cargo, reframing rail freight is essential to climate change. In Germany, overall awareness about how much rail freight contributes to climate protection was low and required sustained support from politicians, the economy – and society. The rallying cry "Freight belongs on the rails!" went public across Germany and on very high-profile and visible locations, e.g. on containers in major German cities, in a spectacular game show on TV and as the call-to-action in an initiative that was supported by citizens and well-known brands alike.