travel behaviour change - winning hearts and minds

Changing Gear: Active Travel Conference in Belfast

TRAVEL BEHAVIOUR CHANGE

Presentation by Sarah Toy, Head of Workplace, Education & Community Projects

TRAVEL BEHAVIOUR CHANGEWinning hearts and minds

Overview• Behaviour change theory

• Existing projects and opportunities

• Three top tips

Build it and they’ll come…?

Cardiff PTP 2013

Do we need behaviour change interventions?

Modelling behaviour is complex

Theory of Planned Behaviour (TPB)

…only applies to entirely rational beings!

Attitude

Norm

Ease/safety

BehaviourIntention

Habits

ove

rride

logi

c

Habits are hard to break

Social norms reinforce car culture

How do “Smarter Choices” interventions change behaviour?

“Smarter Choices” means:

Providing people with travel information, incentives, advice and support to help them choose to travel in ways that benefit their health and the environment

Turning intention into behaviour

Attitude

Norm

Ease/safety

BehaviourIntention

Infrastructure

Turning intention into behaviour

Attitude

Norm

Ease/safety

BehaviourIntention

Infrastructure

Social marketing

Turning intention into behaviour

Attitude

Norm

Ease/safety

BehaviourIntention

Social marketing Practical support

Infrastructure

Integrating infrastructure and smarter choices

Infrastructure(ease and safety)

+Smarter Choices(attitudes, norms, ease, incentives, practical support)

=Travel behaviour change

Smarter Choicesopportunities in Belfast:

• Targeted (household) travel advice• Links to public transport• Workplaces• Cycle training• University of Ulster transition• Road Danger Reduction

Targeted Travel Advice

Results from Bristol PTP andbus corridor improvements

Bus corridor

only

PTP

only

Bus corridor and PTP

Opportunity:Multi-modal trips

Opportunity: University of Ulster transition for 15,000 people

University of Nottingham UCycle

University of Nottingham UCycle

50% increase in cycle trips made by

students and staff

5,000 new cycle parking spaces

installed

10,500 individuals engaged by the project

600 bikes loaned

Opportunity:Workplaces

Info and advice Stalls

Bikemaintenance

Led rides and events Cycletraining

Opportunity:Leading the Way

• New three year programme to promote active travel to work to 8000 employees

• Funded by Public Health Agency working Belfast City Council and Royal Victoria Hospital

• Will include: cycle training, led rides/walks, bike maintenance and The Big Online Challenge

Opportunity:Leading the Way – The Challenge

Per 100 employees engaged

•15% increase physical activity levels

•18 sick days removed per year

•Saving of £26k

Opportunity:Leading the Way - adult cycle

training

Opportunity:On-road cycle training for children

Opportunity:Road Danger Reduction

Build on Translink driver training to extend to:

•HGV drivers

•Taxi drivers

•New drivers

Three top tips for successful behaviour change programme

1. Make it fun

2. Make it easy

3. Make it normal

What does success look like?Schools outcomes

•Four times the UK average cycle every day•More than a quarter cycle at least once a week

•95% of teachers say children are more active

Zero emission vehicles arrivedyears ago.