NMT en

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Non motorised modes of transport By Thomas Krag Mobility Advice

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PROGRAMME Non motorised modes in general Examples of specific campaigns General considerations on campaigns Group discussions Presentation of results from groups Questions and answers Closing of session

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Non motorised modes Could be: here: Walking and cycling, i.e. human powered transportation

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Benefits of walking and cycling save energy improve environment (no pollution, no noise) save urban space save costs promote health increase travel quality reduce time losses, maybe even increase speed. Note benefits for society versus personal benefits.

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A remark om benefits and disbenefits It depends... (on the place in question, below this on image, on habits, on traditions, on history, on facilities, ...)

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Who can walk or bike? Walking versus cycling everybody without special physical disabilities can walk and do it to some degree every day many will technically be able to ride a bicycle, but even if they also have access to a bicycle they don’t necessarily do it often and especially don’t do it in city traffic.

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Walking and cycling qualities Walking is easy to start with, but relatively slow. Cycling is somewhere and for somebody difficult to start with, but a relatively fast urban means (often faster than cardriving and public transport).

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The problem of polution ... not a rational argument against cycling in urban areas

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The problem of safety People who start cycling tend to perceive urban cycling as less dangerous as what they did before.

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The gain of health Numerous studies: Physical inactivity is the main cause of several diseases as well as obesity. WHO: Physically active modes of transport like walking or cycling should be promoted.

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How to save time on health Distance home-work 90 min 5 km 10 km 15 km 30 min 60 min bicycle car Conclusion: The bicycle saves time for distances up to 8 km. Transport home-work Car: 50 km/h no exercise Bicycle: 20 km/h exercise Target: 30 minutes exercise per day Time used per day

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Convincing (emotional) arguments Convincing (emotional) arguments Training Person (+ shoes) new walking trips new cycling trips Person + bicycle The task

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Stages of change -model (walking) ”I walk regularly” ”I tried, and walk now and then” ”I would like to try walking” ”Walking might be an option” ”Walking is not relevant for me”

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Stages of change -model (cycling) ”I cycle regularly” ”I tried, and cycle now and then” ”I would like to try cycling” ”Cycling might be an option” ”Cycling is not relevant for me”

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Examples of campaigns Bicycle to work Bicycle to school Bicycle to shops Cycle training Walk to school Walk your neighbourhood Walking school buses Touristic walking or cycling

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Bicycle to work (DK)

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3-4 weeks duration spring/early summer Teams of 4-16 persons are taking part Costs 4 € per participant Diary-posters about cycling / not cycling to work Newsletters sent out throughout the campaign Results sent in by team coordinators at the end Final lottery with great prizes At least 50% ”cycle days” required Diplomas sent to all teams meeting the criteria Campaign set-up

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90-100,000 individuals take part (3.6 % of the Danish labour force) 57% already cycle every day before the campaign 14% cycle more often between home and work 18% cycle more to other purposes Campaign results

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Motivating factors (after importance) Exercise, personal wellbeing and health Prizes Environmental awareness Collegiality

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Bicycle to work (DK) Campaign history 1996 Holstebro 1997 Holstebro, Copenhagen 1998 All over Denmark (inspiration from Norway) Organising organisations Danish Association for Company Sport Danish Cyclist Federation

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Walk to School (England) Campaign objectives Childrens’ health, learning capabilities and independence Reducing morning traffic-chaos at schools

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Walk to School (England) Target groups Teachers Pupils Parents Timing 2006 Two national Walk to School focus weeks (22-26 May, 2-6 October)

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Walk to School (England) More materials (note the wall chart used to recording progress for a class during a week)

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Walk to School (England) Results 2005 66% of all English local autho- rities promote Walk to School 6,378 schools take part 1,719,558 pupils take part 30% modal shift at schools during the campaign

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Campaign similarities Specific period of time Health used as a key argument ”public” record of behavior during the campaign period

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Other examples Bicycle to School (Denmark) Walking School Buses Bike to the shop campaign (Flanders, Belgium) Touristic cycling and walking

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Bicycle to school (DK) 900 schools and 100,000 pupils take part in 2006

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Walking School Buses

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Bike to the shop campaign (Flanders, Belgium)

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Touristic cycling and walking (?)

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Campaign basics What sort of behaviour should be changed? Who is the target group? Which channels can be used to reach it? What sort of arguments and rewards can motivate it? What is the overall structure of the campaign? When should the campaign take place? Who will organise the campaign activities? Who will sign the messages? How shall the campaign be evaluated?

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Campaign basics Target group(s) “Worst” behaviour Average behaviour Next-best behaviour Best behaviour

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Campaign basics How to reach the target group Face-to-face communication Ambassadors Advertisements Written material (print, email, direct mail) Press

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Campaign basics Arguments Health Awards Fun Environment

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Campaign basics Campaign set-up Make a clear plan Communicate with users (paper, phone, fax, web) Consider local versus centralised campaign

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Campaign basics Time Select a good time of the year (weather, temperature, season, ...) for the type of behaviour in question Check collision with other campaigns or events

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Campaign basics Organisation Several organisations are advantageous, especially - if they can add resources, but also - if they can add credibility Involve professionals Invite sponsors Consider who to be the sender of the messages

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Campaign basics Evaluation What is the overall objective? What is the immediate objective? How many received the campaigns’ messages? How many reacted upon the messages? What was the immediate and durable behavioural change? (some data are immediately available, some require questionnaires)

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Test it! small scale medium scale big scale Campaign basics

Thomas Krag Mobility AdviceWilhelm Marstrands Gade 11, DK-2100 København Ø.Company reg. no. DK 25 22 66 31.Tel +45 35 42 86 24, mobile +45 27 11 86 24E-mail tk@thomaskrag.comWebsite www.thomaskrag.com : 

Thomas Krag Mobility Advice Wilhelm Marstrands Gade 11, DK-2100 København Ø. Company reg. no. DK 25 22 66 31. Tel +45 35 42 86 24, mobile +45 27 11 86 24 E-mail tk@thomaskrag.com Website www.thomaskrag.com