behaviour change - smarter choices theory and practice
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Structure
Policy context: Travel demand management and why smarter
choices have become important
The theory and reasons behind smarter choices
The smarter choices tool kit
Case study of i-Travel York
Where next?
What are ‘smarter choices’?
Promotional measures to encourage the uptake of sustainable travel
options
‘Smarter choices’ or ‘soft measures’ include:
• Marketing and communications
• Public transport information and promotion
• Travel planning with:
• Employers
• Schools / colleges
• Residents (Personal travel planning, PTP)
• Station travel plans
• Shared mobility – ride-sharing, car clubs etc.
• Promoting alternatives to travel
A brief history: the end of the road for Predict
and Provide
During 1990s, acknowledged that “Predict and Provide” could not work:
More road capacity encouraged more traffic demand
and worsened conditions for other modes
Also, financially unaffordable, environmentally damaging and politically
untenable
Traffic levels
100
110
120
130
140
150
160
170
180
1996 2001 2006 2011 2016 2021 2025
National Traffic Forecasts, 1996
A brief history: Travel Demand Management and Smarter Choices
Travel demand management approach starts to take over in 1990s.
Research project in early 2000’s for Department for Transport shows
potential impact of demand management measures if delivered in
intensive and comprehensive way.
11%
7%
14%
13%
21%
0 20 40 60 80 100
urban peak
urban off-peak
non-urban peak
non-urban off-peak
national
% traffic
Travel Demand Management and
Smarter Choices
Leading to initial
‘Sustainable Travel
Demonstration Towns’
4 year programmes in 3 pilot
towns showed average 9%
reduction in car use in first
and growth in other modes
Darlington Sustainable Travel Demonstration Town, Final Evaluation. Social Data, 2009.
The reasons for smarter choices
Not enough simply to
provide alternatives
Everyday travel habitual
Need to make people aware
of alternatives....
and give them a reason for
using them
The role of smarter choices
Not enough just to provide alternatives
Reasons:
• People need awareness of
alternatives
• People need perceptions tackled
• People need motivation to try
alternatives
• People need opportunity to try
alternatives
• People need rewarding for using
alternatives
Employer travel planning
Development of a travel plan
Implementing the travel plan
Promotion
Staff induction and benefits
Parking management
Business travel policies
Introduction to York
Historic city
Major visitor destination
Regional economic driver
Traditionally good levels of sustainable travel
Constrained road network
Challenge of responding to demand for housing and jobs whilst keeping network moving and preserving special character of city
26
Introduction to York
Pioneering city:
1980s: Footstreets - one of first pedestrianisation schemes in UK
1990s: Park & Ride - one of first places to introduce. Now a ring of 6 P&R sites.
2000s: Cycle demonstration town
2010s: Low emissions strategy
29
The LSTF programme
i-Travel York programme through LSTF from 2011-2016
Bus improvements: congestion pinchpoints, waiting facilities, information enhancements
Cycle improvements: strategic network enhancements; promotional measures: Bike It, Bike Belles, Cycle Challenge, annual festival, Sky Rides
Online information enhancements – website, journey planner, travel apps
Low emissions roll out: bus, taxi and charging infrastructure
Personal travel planning
31
PTP delivery
Recruitment and training of local Travel Advisers
Collation and development of resources
Development of a database with CRM capabilities
Linking PTP with other programmes: Active Leisure health walks and social rides, Bike Belles, Big Challenge
Signing participants up to MyTravel York: online information updates and promotions
33
Residential delivery
Targeted areas based on demographics and transport services
3 attempts at contact, scheduled at different times of day / days of week
Conversational approach
Resources offered – and pack put together for households
Challenge issued with incentives
Engagement offered at community events
34
Workplace delivery
Similar service offer to residential
Incorporate specific information and offers relevant to host organisation: e.g. salary sacrifice, discounted season tickets, company liftshare scheme etc.
Using offer of PTP surgery as way in for engaging organisation more deeply
Brochure laying out wider workplace offer
Preliminary meeting with firm to plan the PTP intervention and to talk through wider offer
35
Results of 2013 / 2014 programme
Residential:
• 13,000 households targeted,
• 4,500 participating
Community events:
• over 2,000 participants
• 1,000 ‘brief contacts’
• 100 events
Workplace:
• 1,400 participants from 30 events
30,000 resources distributed
Over 6,000 challenges issued
36
i-Travel York
Follow-up surveys with 550 participants from 2013/14
Broader monitoring shows walking, cycling & public transport use
growing
37
27% 27%18%
1%
71% 70%78%
75%
2% 2% 4%24%
0%
20%
40%
60%
80%
100%
Walking Cycling Public transport
Car
% increasing % stayed the same % reducing
-4.4
12.6
13.4
20.7
The theory
“Life-change moments” = great time to speak to people
Research shows how people review their travel needs during a move:
• 87% thought about travel issues at some point in relocation
process
• “Search and selection” stage is when most thought given to travel
• “Post-move” stage: lots of consideration once in new location
• 57% reported a change in main mode for at least one regular
household journey
Before After
No PT ticket 18.9% 24.4%
PT ticket 19.0% 46.8%
Copenhagen:
Sample of people given free public transport ticket
Only those who had moved or changed job increased use
Stuttgart
Some new movers to area with good PT given season ticket and
information, others not.
Bauberg, Rolle and Weber (2003)
The evidence
An example from York: Derwenthorpe
New residential estate in York
with 500 homes
1/3 of homes currently occupied
Designed as an ‘eco-
development’
Some households bringing in
more cars: will create problems
when fully developed
Transport facilities
Car-free walk and cycle route through development towards city
centre
High frequency bus route adjacent to development
Car club vehicle in development
Design of PTP programme
Leaflet dropped to all households advertising service and incentives
Travel advisers try visiting 3 times (day time, evening and Saturday)
Engage in conversation:
• Baseline survey about household travel patterns
• Description of the transport facilities available
• Offering vouchers and incentives
• Encouraging households to take up a ‘challenge’
Bespoke resource packs assembled and given to households
Family Fun Day organised as a finale
Offers developed for the initiative
Significant incentives:
• £150 voucher towards bike purchase
• £150 voucher towards public transport
season ticket
• Community bike loan scheme
• Car Club membership, plus £50 drive
time
The Family Fun Day
Community bike loan hand over
Bike try out session
Dr Bike
Travel advice stall
Treasure hunt for families with young
children
Guided bike ride to local nature
reserve
Car Club demonstration
The Results
120 households participated
6 households declined
33 household uncontactable
Participation rate = 75% cf 35%
typical for ‘normal’ PTP
Conversion rate = 95% vs. 60%
typical for ‘normal’ PTP
Before and after surveys show
reported behaviour change of.......
12 people took up community
bike loan
50 people took part in bike try
out session
A dozen families took part in
Treasure Hunt
8 people got bike serviced
1 person on guided bike ride
Some families from
neighbouring area
Some top tips
Particularly effective when done in association with service or
infrastructure improvements
Life-events
Travel demand management
Nudge: making sustainable travel options the default.
Target Life-events
Habits interrupted
• New movers,
• New job,
• New students,
• Retirement,
• Changing school,
• Starting a family
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