SEGMENT - Key LessonsSOFIA

1. Difficulties with addressing the campaigns and key messages to such specific target groups – undergoing ‘life change moments’.

• New employees & All employees

• New residents & All residents

• Parents of 1st year pupils taking their children to school & All parents

2. People are willing to reduce their car use but behaviour change cannot be achieved if there are no adequate alternatives.

lack of basic infrastructure (bicycle lanes and stands)

public transport – fares, vehicles, priority

parking policy – park&ride, paid zones

3. Segmentation and selection of target groups – planning and managing all steps

The role of schools, companies, institutions

Database for targeted groups, e.g. new residents, new pupils, new employees

3rd party involvement in initiatives and campaigns