lessons learned from the evaluation of cycling campaigns miriam müller ecomm 2015: european...
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Lessons learned from the evaluation of cycling campaigns
Miriam Müller
ECOMM 2015: European Conference on Mobility ManagementUtrecht, May 20-22, 2016
page Wuppertal Institute21 May 2015 2
250
Since 1991“Schwebebahn”
Source: https://www.wuppertal.de/tourismus-freizeit/schwebebahn/index.php
page Wuppertal Institute
Cycling campaigns
• Important field of municipal political activity
• Increasing cycling
• Making cycling fun
• Crucial: Combining infrastructural & soft measures
21 May 2015 3Source of pictures: http://radkultur-bw.de
page Wuppertal Institute
1. Zero-Emission-Mobility “Head on: Engine off”
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• InitiatorFederal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety
• Time period2009 / 2010
• AimCO2-reduction on short distances
• Implementation9 cities in 2009 and 2010
Source of pictures: Reutter, Oscar (2010): Kopf an: Motor aus. http://wupperinst.org/uploads/tx_wupperinst/Reutter_ZEM_Vortrag_26012010.pdf
page Wuppertal Institute
Funny and provocative messages
21 May 2015 5
1. Zero-Emission-Mobility “Head on: Engine off”
Source of pictures: Reutter, Oscar (2010): Kopf an: Motor aus. http://wupperinst.org/uploads/tx_wupperinst/Reutter_ZEM_Vortrag_26012010.pdf
“It is better if you lose weight than the ice bergs – go by bike!”
“Why not going by cabrio?! The environmentally friendly one on two wheels!”
page Wuppertal Institute
2. RadKULTUR Baden-Württemberg
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• InitiatorMinistry of Transport and Infrastructure of Baden-Württemberg
• Time periodSince 2012
• Aim: Improving the image of cycling Increasing cycling in Baden-Württemberg
from 8% (2008) to 16% (2020)
• Implementation: 2-3 showcase municipalities per year
Source of pictures: http://radkultur-bw.de
page Wuppertal Institute
2. RadKULTUR Baden-Württemberg
21 May 2015 7Source of pictures: http://radkultur-bw.de
Source: www.heidelberg.de
Repair Stand
Bicycle Tour
Picture Competition “Bicycle Prince and Princess”
Fashion Show
page Wuppertal Institute
3. Radlhauptstadt Munich
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• InitiatorCity of Munich
• Time periodSince 2010
• Aim: Promoting cycling as an “urban life style”
• Implementation: Infrastructural and soft measures in Munich
Source of pictures: http://www.radlhauptstadt.muenchen.de
page Wuppertal Institute
3. Radlhauptstadt Munich
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Source: www.radlhauptstadt.muenchen.de
Repair Stand
Cycling Night
Source: www.radlstar.de
Source: www.radlhauptstadt.muenchen.de
page Wuppertal Institute
Evaluation of cycling campaigns
Elements of the assessment:
• Representative telephone survey
• Expert interviews
• Assessment of effects
• Media analysis
• Recommendations
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20092012
2014
page Wuppertal Institute
Active and passive knowledge
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*ZEM: Only persons with car availability were surveyed
• 25% to 50% active knowledge
• 60% to 80% active and passive knowledge
Source: Telephone survey, Wuppertal Institute 2009, 2012, 2014
page Wuppertal Institute
Acceptance
• Generally well accepted
• 80% to 90% as (very) good
21 May 2015 12Source: Telephone survey, Wuppertal Institute 2012 & 2014
page Wuppertal Institute
Campaign elements
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Knowledge of elements (“RadKULTUR” Heidelberg)
• Higher knowledge: Activities with a benefit Unconventional activities Participatory activities
Source: Telephone survey, Wuppertal Institute 2014
page Wuppertal Institute
Campaign elements
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Knowledge of elements (“RadKULTUR” Heidelberg)
• Higher knowledge: Activities with a benefit Unconventional activities Participatory activities
Source: Telephone survey, Wuppertal Institute 2014
• #
Acceptance of elements (“RadKULTUR” Heidelberg)
• Higher acceptance: Activities with a
benefit
• Lower acceptance: Unconventional
activities
page Wuppertal Institute
Campaign elements
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Safety
•Important to be addressed
•However: difficult issue to communicate
City politics and administration
•Increased awareness
•New partnerships
Source: http://de.freepik.com
Source: http://de.freepik.com
page Wuppertal Institute
Importance
21 May 2015 16Source: Telephone survey, Wuppertal Institute 2012 & 2014
page Wuppertal Institute
Impacts
21 May 2015 17Source: Telephone survey, Wuppertal Institute 2009, 2012, 2014
10% to 15% state by self-assessment, that the campaigns contribute to increase their cycling behaviour
page Wuppertal Institute
Conclusions
Knowledge:
•25-50% notice a cycling campaign actively
•About 75% active and passive knowledge
Acceptance:
•High Acceptance (80-90%)
Effects:
•Campaigns create a positive image of cycling
•Campaigns can stimulate cycling
21 May 2015 18Source of icon: http://de.freepik.com
page Wuppertal Institute
Conclusions
Implementation and further development:
•Implement for a long term period of time
•Design for the specific situation in your city
•Combine praxis-relevant and unconventional elements
•Address specific groups (children/youth, elderly, migrants, employees)
•Include further actors (schools, businesses)
•Communicate your activities
•Include social media
•Further aspects which can be addressed: multimodal elements pedelecs safety: important but difficult provide benefits
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Contact: [email protected]
Wuppertal Institut for Climate, Environment and EnergyDöppersberg 19 42103 Wuppertalwww.wupperinst.org