www.transportlearning.net travel awareness campaigns

www.transportlearning.net

Travel Awareness Campaigns




DEFINITION OF TRAVEL AWARENESS

• Transport information and publicity campaigns can influence peoples' awareness, attitudes and travel behaviour - and encourage cycling, walking and the use of public transport.

• Three broad types of campaigns can be differentiated:

• Public awareness campaigns

• Campaigns to targeted groups and settings

• Individualised campaigns



THE 7 STAGES OF CHANGE

The following slides show a model which draws on elements of the

Stages of Change Model, developed as part of the INPHORMM project

( the so called 5 ‘A’s’) and parts of the Theory of Planned Behaviour.

The 7 Stages of Change Model has been developed in the TAPESTRY project.



Tapestry Step 1

1. Awareness of problem

Aware of the issue of traffic congestion?



Tapestry Step 1

1. Awareness of problem

Aware of the issue of traffic congestion?

Tapestry Step 2

2. Accepting responsibility

Accept personal / corporate responsibility?



Tapestry Step 3

3. 3. Perception of options

Perception of sustainable modes?



Tapestry Step 3

3. 3. Perception of options

Perception of sustainable modes?

Tapestry Step 4

4. Evaluation of options

Is there actually a viable alternative?



Tapestry Step 5

5. Making a choice

Really intend to modify behaviour?



Tapestry Step 5

5. Making a choice

Really intend to modify behaviour?

Tapestry Step 6

6. Experimental behaviour

Trying out new travel choices?



Tapestry Step 7

7. Habitual behaviour

Long-term adoption of sustainable modes?



MESSAGES• Use arguments on which most people agree.

• Make the desired behaviour special in some way.

• Use positive messages and a non-authoritative tone.

• For site based campaigns, use messages relevant to the main concerns of that site (e.g. child health and safety for schools or employee health and better ”productivity” for companies).

• For individualised campaigns, stress how small changes can make a big overall impact.



INCENTIVES AND PROMOTIONAL MATERIAL• Incentives should be directly targeted at encouraging the desired behaviour.

• Consider combining incentives with disincentives.

• Ensure that any incentives you put in place are not counteracted by existing policies which favour car use (e.g. company car policies).

• Use promotional material that is mutually reinforcing e.g. posters with leaflets.

www.transportlearning.net travel awareness campaigns

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