Alan Lewis

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The TAPESTRY Project Providing Campaign Solutions for Transport Alan Lewis Transport & Travel Research Ltd (on behalf of all the TAPESTRY team)


Case Study Topics Intermodal Transport Promoting alternatives to the car Mode Repositioning Promoting the image of public transport Health and Environment Promoting environmental issues, walking & cycling


Case Studies Intermodal Transport Austria, Belgium x2, Italy, Germany, Ireland Mode Repositioning UK, France x2, Romania, Germany, Ireland Health and Environment Spain, UK, Sweden, Ireland Plus Followers Moldova, Romania, Poland, Greece, Iceland


Case Study Campaigns All campaigns based on individual knowledge, attitudes and behaviour of their own target group Different Environments Varying Methods Different Messages Common Goal


Best Practice Review Based on: Travel, health and environment awareness campaigns EU research projects National transport policies Current theories of behavioural change Conclusions aimed at practical guidance appropriate to local conditions


Best Practice Review: Outputs How theory of behavioural change relates to the process of changing travel behaviour Importance of communication strategies and the different types of campaigns Important elements in designing and implementing the right campaign The importance of monitoring and evaluating their campaigns The effect of differing social contexts and levels of development and campaign experience


Campaign Assessment Must be incorporated in the plan from the beginning Helps to define campaign attributes and process and well as use with outcomes Important to set high assessment standards Frequently observed to be missing or at best inadequate


Stages of Change


Campaign Assessment: Issues Recognising policy objectives Non-campaign measures (external factors) Campaign initiator & management processes Campaign characteristics Input - Output analysis Campaign recall Behavioural / Attitudinal impacts


Campaign Examples: Process, Messages Media & Results Travel Awareness in Belgian Schools (Mol & Geel) Understanding the Importance of Public Transport in Rome Reducing Vandalism to Improve the Image of the Bus (Dublin)


Problem Definition Mol & Geel Too many children travelling to school by car Subsidiary problem of where responsibility lies Rome Too many children travelling to school by car Lack of existing initiative to address this issue Dublin Low acceptance of bus as means of travel Vandalism of buses and infrastructure by children


Objectives Mol & Geel Modal shift away from car use Set up a campaign programme to address the issue Rome Modal shift away from car use Set up a campaign programme to address the issue Dublin Improve the image of the bus and hence off-peak usage


Process Mol & Geel Flanders Mobility Covenant Programme sets framework for the region emphasising co-operation Partnership formed to work in and with schools to inform and involve all parties


Process Rome No national or regional programme to provide basis ATAC, public transport agency, decided, with support from local authority, to run campaign Involved their internal marketing department to work with bus companies and schools to design and run a campaign


Process Dublin No national or regional programme to provide basis Dublin Bus, bus operator, took the initiative Set up case study management group (bus company, shelter supplier, police & maintenance company) Consulted with the children and the users to understand the problems and underlying causes before setting out their strategy


Methodology Mol & Geel Actions were mainly targeted at children, as they were perceived as the people who controlled travel to school mode 1st step was to create active support of schools to integrate travel plan and related learning topics into the curriculum


Methodology Mol & Geel Traffic educating routes were set up. (A bit like a UK ‘safe route to school’, but with explanatory signs.) Regular activities as part of the school’s normal activities TAPESTRY week in September 2002 with many themed events


Methodology Mol & Geel Also posters as part of a more traditional approach


Methodology Rome The campaign was implemented as a three stage process: The game The event The visit


Methodology The Visit Participating classes visited the depots of local bus operators, saw how they worked, and received free gifts


Methodology The Game The game was produced by ATAC and distributed on CD-ROM to kids through the schools It was based around a cartoon character ‘TRAMMY’ who asked the children to play 3 different roles connected to public transport: The operator The driver The passenger Within each role the children had to make choices as to how to behave and scored points according to their answers


Methodology “Why should we choose public transport?” The Event The event celebrated the winners, involved the politicians and reminded the kids of the things they had learned in the previous months It was centred around a competition. The participating schools had produced pictures on the theme:


Methodology Dublin Consultation with the kids: No harm if no-one gets hurt No-one takes any notice - No harm in making my mark Being known by name Key criteria for campaign design became: Personal recognition Involvement Achievement Being treated fairly


Methodology Dublin Use campaign in language of the children to gain involvement and change in behaviour that addresses the issues raised by the adult bus users in the same community Children’s design competition on theme ‘The Dublin Bus is There for Us’ Winning designs and artists’ names shown on roadside posters / calendar / bus panels


Impacts Mol & Geel Significant change in mode use to cycling Majority of children found the campaign material interesting Only small proportion of the children claimed that they couldn’t make the decision about how they got to school Clear, pre-existing infrastructure


Impacts Rome Small modal shift away from car use Some evidence of demand to be allowed to travel on public transport with friends Attitude & acceptance measures appear positive Created demand for repeat campaign programme


Impacts Dublin Improve the image of the bus company and its link with the community Get someone else to sell the message that ‘The Dublin Bus is There for Us’ Improve the image of the bus and increase usage Higher awareness of negative factors – resulting from improved expectations & reduced tolerance of faults Reduced maintenance costs Improved driver confidence & morale; better service


Summary of Issues Different problems Different campaign types: traditional / interactive / consultative - MIXED Different methodologies Common tactic: set up a partnership and involve the target audience But in different contexts What is more important design or involvement? Getting either wrong can lose the target group


Summary of Issues What defines success? a change in behaviour or demand for a repeat by partner organisations? Campaigns with children require messages to be reinforced, both to them as they grow older and to each new generation as it comes through


TAPESTRY Outputs Best practice review Case study reports Cross-site comparisons Best practice guidelines Interactive workshops Practical tools for campaign building & implementation Assessment of successful communication techniques and campaign types within the TAPESTRY contexts


More Information? Alan Lewis Transport & Travel Research Ltd +44 115 941 1141

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