Project no.:
Project acronym:
Project title:
518368
MAX
Successful Travel Awareness Campaigns and Mobility Management Strategies
Integrated Project
6.2 Sustainable Development
1.6.2 Sustainable Surface Transport Objective
3.1.1.1.3 Advancing Knowledge on innovative measures in urban transport
Title of Report:
MAX WPA Task force 4
Combination of hard measures and travel
awareness campaigns
Status:Final
Period covered:
Start date of project:
1 Oct. 2006
Date of preparation:
Duration:
Version:
Prepared by:
25 september 2009
36 months
Final
FGM-AMOR
Checked by:
Verified by:
Status:
Dissemination level:
PU (public)
Project co-funded by the European Commission within the Sixth Framework Programme (2002-2008)
Table of Contents
List of Figures ........................................................................................................................................................ 5
1
Objectives....................................................................................................................................................... 6
2
Methodologies used ....................................................................................................................................... 7
3
Results .......................................................................................................................................................... 12
4
Conclusions and Recommendations for a successful combination of Travel Awareness Campaigns
and hard measures ...................................................................................................................................... 14
5
Technical documents produced in Task force 4 ....................................................................................... 15
page 3 / 15
List of Figures
Figure 1: Corporate Cycling Bolzano ..................................................................................................................... 9
Figure 2: Cycle City Odense ................................................................................................................................... 9
Figure 3: Almada light tram .................................................................................................................................. 10
Figure 4: Using world-wide well established days to promote sustainable modes of transport in Maribor .......... 10
Figure 5: Biking Treks, Vilnius ............................................................................................................................ 10
Figure 6: Spurwechsel - Thun (Switzerland) ........................................................................................................ 11
page 5 / 15
1
Objectives
The aim of TF4 was to further elucidate and study the fact that a combination of hard and soft measures
contributes to the success and effectiveness of travel awareness campaigns. The task force analysed which
prerequisites need to be fulfilled on the level of service and physical interventions, so that a campaign is
effective. It was also important to answer the question if NMS should be advised to start campaigning without
having accompanying infrastructure in place and to specifically analyse the importance of timing, in relation to
awareness campaigns. With theses issues in mind the following research objectives were established:

To understand what constitutes a good implementation path for an “integrated approach”, to find out
methods to combine soft and hard measures, and to assess different timings for interventions.

To demonstrate an innovative communication campaign for the new tramline in Almada and one from a
selected project outside of MAX, such as Added Value. To assess the impact of the communication
campaign and to support the application partner in the evaluation of quantitative effects of the combination
of measures.

To investigate the transferability of the communication model to the NMS, and to understand whether it
makes sense to advise NMS to start campaigning without having accompanying infrastructure.

To understand which prerequisites need to be fulfilled at the level of service and physical interventions, so
that a campaign can be effective.
This task force 4 addressed the following WPA objectives within its research activities (cf; DoW):

(i) To gain a better insight on the linkages between successful communication initiatives and all aspects
of campaign design (more specifically in campaigns where communication and education is combined)

(ii) To convince multipliers to contract campaigns for sustainable transport by "campaigning the
campaign" in order to support the development of policy (we investigated how to introduce a campaign
successfully within the school context; how to convince the school board and teachers and how to
involve the parents.)

(iii) To understand the causes and find out why travel awareness and mobility management initiatives
are still not widely known, especially in the new Member States (we investigated how a campaign
concept was successfully introduced in a new member state)

(iv) To develop (awareness) strategies directed towards maintaining sustainable behaviour and changing
unsustainable behaviour

(vi) To create knowledge about "how to best raise attention": the value of different arguments,
approaches, channels, media to change mobility behaviour by raising travel awareness

(viii) To develop travel awareness approaches that help to reverse the trend of rapid increase in car
usage and the decrease in PT usage in the Accession Countries

(ix) To investigate the (economic, social, environmental, health...) benefits of these approaches and
assess their suitability in specific situations
page 6 / 15
2
Methodologies used
The key research methods within TF4 were case study reviews and interviews. It was also noted from the SoA
report that linking infrastructure (“hard”) measures with information and campaigns (“soft” measures) may be
possible on various levels. These are as follows:
a)
Integrated planning of measures in infrastructure with information and awareness raising
campaigns timed and implemented as a whole.
b) Where infrastructure or a transport service (PT-offers, cycle paths) are already in place, but the
usage is not satisfactory, it is necessary to implement campaign work within a different time-frame.
c)
Remodelling of bigger traffic infrastructure results in changes in traffic conditions that are often
perceived as a major disruption. However, these kind of hardware measures are ideal periods to
change travel behaviour and for users to try out new travel modes.
For the first of the three levels listed above there were 2 very good case studies available (Bolzano in Italy and
Odense in Denmark). For these campaigns good evaluation data were available and the researchers had access to
inside information about the campaign design through interviews with the campaign managers or other experts
involved. Therefore, we started with an in-depth analysis of these good practice campaigns aimed at changing
behaviour following the guidelines of the case study protocol set up by Task force 1. The main purpose of this
case study analysis was to find out the main factors of success and failure in campaign design. We examined the
successful campaigns of Bolzano and Odense, dealing with the promotion of alternative and sustainable transport
modes with a focal point on cycling, by combining hard and soft measures.
A demonstration in Almada, Portugal, was also planned, with full evaluation to be built in. However, it has been
impossible to organise this, due to various local problems. Hence, the former demonstration model of Almada
was reviewed as another case study due to the fact that it was not possible to define the exact contribution of the
campaign itself for modal change, since it was put in place at the same time as the infrastructure and secondly,
no post-campaign survey had been done to compare the results with the survey from 2006.
For level two and three, there were some applications but no impact evaluation has been conducted and the
collection of good data proved difficult. For these levels, research therefore focused on in-depth interviews with
the campaign planners and campaign implementers in Maribor (Slovenia), Vilnius (Lithuania) and Thun
(Switzerland). These three applications describe smaller, less elaborated campaigns and are only presented as an
annex because they, compared to the implemented projects of the other described cities (Bolzano, Odense and
Almada), do not represent complete case studies. However, we are convinced that they may also offer certain
elements that are important to consider, especially where future projects in NMS are concerned.
The application of Maribor was selected because it is an example that in the NMS, where sustainable modes of
transport, especially cycling, are associated with an image of poverty, it is not only vital to first raise the image
of these modes to achieve positive results, but also that the simultaneous implementation of awareness raising
and infrastructural measures would lead to much better results.
The same is true for Vilnius. This application also demonstrates that especially in a city where the image of
cycling is not very high it is difficult to promote already existing infrastructure.
The application of Thun is an interesting case, where the necessity for infrastructure remodelling (major road
reconstruction) was utilised as a trigger to encourage efficient, environmentally friendly and socially acceptable
mobility for the region.
page 7 / 15
Table 1: Overview of good practice campaigns analysed in Task Force 4
Campaigns
Country
Campaign scale
Target Groups
Campaign aims
Corporate Cycling
Bolzano
Italy
2000/2001 until 2005
City of Bolzano
Entire population of Bolzano
Promote use of cycling as a daily means of
transport
National Cycle City,
Odense
Denmark
1999 until 2002
City of Odense
Entire population of Odense
Promote Cycling for the entire population
Tram Campaign,
Almada
Portugal
Start of first construction phase in
2003
Start of tram line Dec. 2008
City of Almada
Entire population of Almada,
commuter to and from
Lisbon, tourists
Construction and promotion of a new tram line
as well as establishment of the Almada Cycling
plan
Maribor
Slovenia
Start date: 2007 in the City of
Maribor
Entire population of Maribor
Raising the image of cycling in particular and
promoting sustainable modes of transport in
general
Vilnius
Lithuania
Start April 2003
City of Vilnius
Entrire population of Vilnius
Encouraging cycling and a healthy lifestyle
Thun
Switzerland
July until October 2007,
Municipalities of Thun,
Hilferfingen, Oberhofen and
Sigrisvil
Entire population of Thun
and the Region, commuters
and tourists
Encouraging efficient, environmentally friendly
and socially acceptable mobility.
page 8 / 15
Figure 1: Corporate Cycling Bolzano
The first steps for the project were taken in
2001/2002, when the Ökoinstitut Südtirol
AltoAdige was entrusted with the task to improve
bicycle mobility. The following steps were taken
by them: Analysis of the existing bike
infrastructure, analysis of the modal split, analysis
of the mobility behaviour of the population and
evaluation of the (potential) bike demand. As a result of theses surveys strategies and measures were
implemented to plan and to realise improved bicycle mobility in Bolzano. This strategy was based on 4 main
pillars that together built the Corporate Cycling System that was developed in Bolzano:
- Coherent bike network
- Attractive parking areas and safe parking places
- Information and communication
- Marketing
For the success of the project it was important that bike mobility was perceived as a whole “mobility system”.
For the identification and perception of this system the corporate identity played a fundamental role.
The target group of the campaign was the entire population of Bolzano. In 4 years, the project managed to
increase the share of bicycle traffic from 17.5% to 22.7%. This 5 percent shift in modal share corresponds to an
increase of bicycle traffic of 30%.
Figure 2: Cycle City Odense
The success story of Odense as Cycle City started in the 1970s when
a bicycle network was laid out. Therefore the city had a headstart as a
cycling city in the 1990s. The aims of the Cycle City project (19992002) were:
- A definite improvement of well-being
- Increase in the number of bicycle journeys by 20%
- Reduce the number of cyclists killed in accidents by 20%
- Create a conscious feeling that Odense has become a better
place for cyclists.
The budget was spread over 4 years and during that time 50 projects
were developed and implemented in Odense. The project included
physical improvements, changes in regulations and campaigns.
The infrastructure elements of the project required new developments in several areas, as some of the solutions
were not there from the beginning. Developing new products made the process harder. But on the other hand it
made it possible to present cyclists with exactly the right type of solution. Also, the new products gave a
powerful signal to cyclists that a special effort was made.
In addition a permanent project leader was allocated to the Cycle City project. With the help of several
communications consultants, he developed and implemented the project. Many new ideas were developed
because of the project and these parts became the objects of special attention.
An evaluation after the project proved the successfulness. It could be demonstrated that:
- Cycling increased by 20%
- Bicycle accidents had fallen by 20%
- Every male citizen lives 5 month longer
- The mortality rate has fallen by 20% for 15-49 year olds
- 33 million DKK were saved on health expenses.
page 9 / 15
Figure 3: Almada light tram
Almada is a transport hub for commuters from Lisbon to the south.
It has seen a tremendous increase in the number of private cars over
the last decades. The PT network, consisting of buses, was unable
to cope with the rising numbers of commuters. A mobility plan,
firstly elaborated in 2002 is currently in action and being
implemented. In coordination with the tram project and other PT
reconstructing it also promotes the use of other soft transport
modes. For this reason also, a cycling plan was devised. The route
for the light rail system in Almada was designed in such a way as to
cross the heart of the city, with a lot of invasive construction work
which also foresaw a strong reduction in the accessibility for private
cars to remove the traffic flow from the centre. Emphasis was placed on the increase of pedestrian areas and the
development of local shops. The development of the tram as well as the implementation of measures relating to
the mobility plan was planned and carried out in three stages. Campaigning and communication of the project to
the public was also outlined in three phases:
- Before the construction phase, to raise awareness for the new project
- During the construction phase, easing the problems faced
- In the operation phase to attract and captivate users.
Already in the third operation phase the tram line was used by 600.000 passengers each month. This number is
expected to increase to 2 million passengers/month.
Figure 4: Using world-wide well established days to promote sustainable modes of transport in Maribor
The project in Maribor is an ADDED VALUE Demonstration
initiated in 2007. The City of Maribor is the second largest City
in Slovenia (91.000) inhabitants) and has a relatively well
established public transport system and bicycle network
infrastructure. However, both of these transport systems were
under used because they were often labelled with negative
images and associated with poverty. The overall aim of the
project was to change this fact and raise the image of these
means of transport. Image raising activities were carried out on
well established international days. e.g. World Environmental
Protection Day, World Earth Day and the European Mobility
Week. The informative and awareness raising activities targeted
all generations from kindergartens to senior citizens.
Figure 5: Biking Treks, Vilnius
The project Biking Treks started in Vilnius in April 2003. Treks
are organised by a special working group that includes members
of the Municipality, police, tourism centres and biking
professionals, that try to find the most interesting and safe
routes. Cyclists travel on these chosen routes, accompanied by
the police. During the trips that also include places of cultural
interest bikers are advised by a specialist from the Lithuanian
Heart Association on healthy life style and first aid skills. The
trips also give the bikers opportunity to socialise with each
other. The project aims to encourage cycling and a healthy
page 10 / 15
lifestyle amongst the population of Vilnus and targets the entire population.
Figure 6: Spurwechsel - Thun (Switzerland)
Spurwechsel – Thun moves differently is a project that started in Thun,
Switzerland in the summer of 2007 as a consequence of major
road redevelopment. The project also called “Sustainable Mobility
Management in the Pilot Project Region”, tested a new approach to
influence the citizens' mobility behaviour”. The organisers/initiators of the
project were the Kanton and the Municipalities of Thun, Hilterfingen and
Oberhofen in Switzerland. They instructed the agency Rundum mobil to
develop a mobility management project. The goals were to reduce the overall
number of car journeys in order to promote slow traffic and public transport
in the short term. However, long-term it was aimed to create a sustainable
mobility for the entire Region of Thun.. Thus the overall goal was to
promote and encourage efficient, environmentally friendly and socially
acceptable mobility.
page 11 / 15
3
Results
In this section we will concentrate on the key factors, involved in the success of campaigns combining hard
measures and travel awareness. In order to distil these success factors, TF4 analysed and compared the case
studies according to the following topics: media used, type of message, marketing approach, accompanying
physical and fiscal interventions and characteristics of the campaign partnerships. In this final report we will
only reflect on the main overall conclusions. For a more extensive overview of the findings topic by topic, we
refer to separate reports.
Three of the analysed campaigns had a multi-layered design to achieve their goals.
Corporate Cycling Bolzano, Cycle City Odense and the light train Almada were campaigns that were aimed at
the entire population of a city. In all three cases extensive surveys and analyses were carried out before the start
of the campaign to pinpoint the exact needs and demands of the population. In Bolzano e.g. this analysis was
focussed on three different levels: 1. Existing bike infrastructure was evaluated and analysed. 2. Mobility
behaviour of the population (modal split) was examined and 3. Evaluation of the (potential) bike demand was
carried out.
The synchronous development of hard and soft activities certainly was a success factor in Bolzano, Odense
and Almada. If it is not done in this way it leads to a lot more effort later – a good example is Maribor. But it is
necessary to be aware of the fact that infrastructure measures have a main focus (especially where expenditures
are concerned) at the beginning, whereas campaigning is a continuous task and needs a permanent working effort
and assigned budget, also after the implementation.
The 4 year campaign in Bolzano resulted in an increase of the share of bicycle traffic of 5% (17.5% to 22.7%).
This shift in modal share corresponds to a 30% increase of bicycle traffic. Similar results have been achieved in
Odense, where cycling increased by 20% between 1999 and 2002.
In all of these three cases the start of the campaign was accompanied by mass media campaigns (with
involvement of TV, video clips and radio spots) to gain the attention of a broad public. All the advertising used
were thoroughly thought out and adapted according to the outcomes of the survey. They demonstrated extensive
consideration and formative studies also to guarantee high brand recognition. The Cycle City of Odense used a
highly effective overall marketing approach, where language and approach was aimed at specific target groups
such as children, young parents, commuters, physically inactive males, senior citizens, etc. The pictures used
during the campaign pictured all target groups portrayed in daily life situations that they can relate to. This
establishes an emotional bond.
In Bolzano the highly effective media campaign was based on the development of a Corporate Identity. It
supported successful physical interventions (like a cycling network and parking areas). An interesting aspect is
that physical interventions like signposting or cycling maps and info points dotted around the entire city not only
stay in place after the campaign but also communicate the idea and spirit of the project. This concerted effort
effectively achieved an emotional binding to the bike. The corporate identity based on the brand (logo +
signature) helped to establish a unique product of “bike mobility” within the city.
In Almada a special communication plan was outlined for the tram project because with the construction of the
first ever tram line in Almada, a simultaneous strong reduction in accessibility for cars was planned. The
marketing campaign was target-audience-focused, location focused, adaptive, synergetic with all instruments,
participative but also large scaled when national promotion of the infrastructure was established as a way to
promote the region. The main concepts behind the campaign were to INFORM the citizens, HELP them in
overcoming problems during the construction phase, DEMISTIFY wrong concepts about the tram and
CONQUER new users in order to magnify the modal transfer. Unfortunately there are no impact results available
because no after campaign survey was carried out.
page 12 / 15
Another interesting aspect of the campaigning and communication of the Almada light tram project was the fact
that the communication plan was outlined in three phases. To provide the citizens with optimal information and
to communicate the importance and the benefits of the tram the communication plan did not dismiss inherent
problems of the construction phase. In a first stage, before the construction started, communications were
intended to raise awareness for the new project. In the second stage, during construction, the aim was to ease the
existing problems and to appeal for understanding. In the third stage, in operation phase, the aim was to acquire
as many new customers as possible.
In addition, the project in Almada enlisted the help of children in producing dissemination materials such as
posters or videos. Younger inhabitants were, therefore, effectively participating in the decision-making process
and in the establishment of relations between local sustainable options and the protection of the environment at
the same time.
In several of the campaigns catchy and fun slogans were used to interest the target group in the new project.
Especially in Odense, positive messages referring to real-life situations were used. Emphasis was put on the
health and weight loosing benefits of cycling with slogans like: “Get on your bike and get rid of the sack”. In
Thun too, a catchy slogan (Schlau machen statt Stau machen – smart choices to prevent traffic jams) was used in
conjunction with a broad media campaign to get commuters and residents alike to recognise and use alternative
means of transport, because these alternatives might be surprisingly convenient. In Maribor, a slogan was used to
stress the fact that alternative means of transport not only improve health and quality of life but are also a right
step to protect our environment and combat global warming. The slogan used was: “Let’s protect the
environment and it will protect us.”
Innovative marketing ideas like the installation of cyclist counters, or bike barometers, were major successes
in the cities of Odense and Bolzano. They count the number of cyclists passing certain routs and are both, an
important awareness raising instrument that creates a community feeling among cyclists, as well as a good
evaluation instrument to monitor the success of the project.
As mentioned before in conjunction with Corporate Identity. Strong brand recognition is an important element
in the success of campaigns combining hard measures and travel awareness raising. It was used in the cases of
Bolzano, Odense, Almada and Thun to spread the message to a wide target group.
A combination of upstream and downstream interventions is also considered important. This element of
successful campaigning was considered in Bolzano, Almada, Thun and Odense. Especially in Odense, great care
was taken to carry out the physical improvements, detected during a needs assessment among the population that
would improve the accessibility and safety of the cyclists. At the same time a coordinated marketing approach
was aimed at specific target groups.
Well established and functional cooperation and partnership between various parties involved in the project
have also turned out to be important for the success of a campaign and also the political will plays a big part
here.
With regard to the transferability of the communication model to the NMS, the applications of Maribor and
Vilnius demonstrate that it is essential to raise the image of cycling and the awareness for the problems caused
by motorised traffic, before the start of new infrastructure. The use of international thematic days/weeks can
be an appropriate means. It also can be very helpful to emotionalise the topic. This has been done in the
application of Maribor and in the cases of Odense and Almada with many activities tailored to children and in
Vilnius, where group activities with a high fun factor were carried out.
As for the prerequisites that need to be fulfilled for a successful campaign at the level of service and physical
interventions the cities of Almada and Thun show that a temporary change like e.g. construction work in
existing, as well as at the establishment of new infrastructure, can be the starting point of long term changes,
with regard to mobility services and a change in the modal shift.
page 13 / 15
4
Conclusions and Recommendations for a successful combination of
Travel Awareness Campaigns and hard measures
The case studies of Almada, Bolzano and Odense clearly demonstrate that an overall programme for sustainable
mobility is very successful if it combines communicative, soft measures with hard measures (infrastructure).
-
It is important to have clear goals and complex, integrated planning. This can be made more efficient
and target orientated if the needs and demands of the target group are closely analysed beforehand (E.g.
Bolzano).
-
Examples demonstrate that success is achieved when awareness and marketing activities are not only an
attachment to infrastructure but an integral part of a soft mobility strategy (E.g. Odense, DK).
-
Communication measures have to start before infrastructure activities and need to continue after
completion of infrastructural work. Awareness activities were connected with long-term planning in all
three case studies. Therefore, it is important to provide sufficient budget for communication measures
and marketing even after the implementation of infrastructural measures (E.g. Almada, Portugal).
-
The case of Bolzano clearly demonstrated that the development of a corporate identity (“Bici Bolzano”)
is extremely successful, because it made bicycle traffic into a noticeable part of the urban identity. It
triggered a critical process in the awareness of decision makers that achieved a long-term effect,
measurable in the increase of the percentage of bicycle traffic.
-
In addition, the skilful utilisation of public space (signposting, bicycle rental stations, extensive banners
on buildings, etc.) for a permanent increase in awareness is a factor that should be considered in the
design of new travel awareness raising campaigns (E.g. Bolzano).
-
The case of Odense demonstrates, like Bolzano, the success of an integration of soft & hard activities.
In addition, in Odense emphasis was placed already very early on early traffic socialisation in terms of
activities in Kindergartens. This initiated a long-term sensitization that embraces cycling as main stream
behaviour.
-
The use of infrastructure to increase awareness, for example with public cyclist counting machines (bike
barometer), was also employed for the first time in Odense and meanwhile was successfully exported.
As was the general approach to catch the attention of media and citizens with regard to bicycle traffic
by using innovative infrastructure like “green waves “ for cyclists. These measures demonstrate
appreciation to the users and thus assist in the creation sustainable behaviour. Consequently innovative
infrastructure can be regarded as a tool for communication activities.
-
The case of Almada demonstrates that long-term awareness activities may prepare the ground for
changes that result in limitations for car traffic. It was also demonstrated that a communication plan,
focussed separately on the different levels of a campaign, is an important tool to effectively provide
information as well as positive messages during the entire length of a project.
-
In the application of Thun it was recognised and demonstrated that large road construction projects
provide a big chance to achieve permanent behavioural changes if they are combined with appropriate
awareness activities.
-
The application of Maribor shows that it is extremely difficult to improve the acceptance and utilisation
of an already existing infrastructure with subsequent awareness raising campaigns.
page 14 / 15
5
Technical documents produced in Task force 4
MAX WPA TF4 Case Study analysis – Bolzano, Corporate Cycling System (Italy), prepared by FGM, 34pp.
A good practice case study of the Corporate Cycling System, Bici Bolzano, with: the establishment of a
coherent bike network, creation of bicycle parking areas, establishment of a clearly arranged and
memorable information and communication system and implementation of successful marketing and
target group orientated measures.
MAX WPA TF4 Case Study analysis – Odense cycling city (DK), prepared by Mobiel 21, 31pp.
A good practice case study of the Odense Cycling City in Denmark, a campaign combining
infrastructural and soft measures in order to make the city more easily accessible and safer for cyclists.
It increased the number of bike trips in the city by 20%.
MAX WPA TF4 Case Study analysis – Metro Sul do Tejo campaign in the city of Almada, prepared by Ageneal,
25pp.
A good practice case study of a communication campaign following the phasing of the newly
constructed tram line in the city of Almada. The campaign was outlined in three phases: before the
construction phase, during construction phase and during the operation phase.
MAX WPA TF4 Effect of a combination of hard and soft measures in small applications of Travel Awareness
Campaigns, prepared by FGM, 19pp.
This report describes three examples of successful innovative approaches to accomplish changes
towards more awareness and the utilization of more sustainable transport modes: link to international
events to raise the image of public transport and cycling in Maribor (Slovenia), biking tours to raise the
image of cycling in Vilnius (Lithuania) and exploit the opportunity of a road reconstruction in Thun
(Zwitserland).
page 15 / 15