Travel Behaviour Change for Liveable and Sustainable Cities

Travel behaviour change for more sustainable and liveable cities:

Jonathan Daly | Behaviour Change for Sustainability Travel behaviour change for more sustainable and liveable cities

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What moves us changes us Historical lessons in social change

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Friedrich promotes spuds

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Ataturk bans the veil

PART 1:

PART 1

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Why is infrastructure not enough to get people walking and cycling ?

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“Build it and they will come” From a 1989 fictional film

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Where are they?

1-2% MOST CITIES:

1-2 % MOST CITIES

6.6% SEVILLE:

6.6 % SEVILLE

38.0% COPENHAGEN:

38.0 % COPENHAGEN

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What do the Danes know that we don't ?

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“For half a century cycling has steered its way into the heart of Danish perception through the visual arts , poetry and language .” Danish Cycling Embassy

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We need physically and socially supportive environments to foster a culture of cycling

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Physical Environment Enables Change Social Environment Motivates Change

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Social Influence …we want to imitate others

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The power of social influence social change starts at home

PART 2:

PART 2

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A new perspective on travel behaviour change Change doesn’t have to be hard when it can be fun!

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What’s wrong with the one we have ?

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You’re wrong, I’m right, CHANGE! Welcome to the world of rationality 

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What’s the alternative ?

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Influence is persuasive

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Individual Behaviour Intrapersonal Factors Social Factors Policy & Regulation Physical Environment Fear Self Efficacy Motivation Health Wealth Time & Opportunity The contextual environment of influence Based on the Social-ecological Model of Physical Activity Built Cycle Lanes Urban Design End of trip facilities Natural Topography Climate Fear Road Safety Road Rules Law Enforcement Fear Ethnicity Social Circles Social Norms Fear

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Using visual arts captivating people…diffusing tension

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The Fun Theory Piano Stairs AFTER Fun Option BEFORE Hard Option

PART 3:

PART 3

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Does advertising change behaviour ?

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Q. Did this advert make cannabis users stop? Q.

Pop Quiz Time! (Multiple choice):

Drug dealers reported a massive drop in cannabis sales and had to revise their quarterly projections Rehab clinics couldn’t handle the demand from cannabis users The ad made cannabis users hungry Pop Quiz Time! (Multiple choice)

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“Get off the road” A common issue…

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…and a common approach

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A new approach To road safety and share the road campaigns

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Performance arts Meet Antanas Mockus… former Mayor of Bogota, Columbia

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Performance arts “Through art and our aesthetic and ethic expression we will educate the citizens”. “Once we have diagnosed the problem, we can establish which behaviour has the biggest impact on traffic jams.”.

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He used performance arts… to create social disapproval

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…led the physical transformation of Bogota Then came Enrique Penalosa who…

PART 4:

PART 4

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Developing a cycling behaviour change strategy for the City of Sydney CASE STUDY

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Why? GREEN by minimal environmental impact GLOBAL economically and in attitude CONNECTED by walking, cycling and PT Sustainable Sydney 2030

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Behavioural Goals More people cycling more often (adults predisposed to cycling, about 62% of adults) Considerate driving behaviour Considerate cycling behaviour Considerate pedestrian behaviour

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Making the Strategy

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the ‘makers and shapers’ We started with...

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We knew collaboration was critical Road Safety Policy Cycling Safety Cycling Marketing Capital Works Community Engagement Behaviour Change Behaviour Change Green Champion Cycling Planning Transport Planning Cycling Advocates

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people’s motivations and barriers Then we researched...

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We reviewed existing social research

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We undertook some of our own

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We ran some focus groups

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others were doing We checked out... We looked at what...

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We looked globally …over 350 case studies

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Car free events …providing a taste of change

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Community based programs …familiar, safe environments

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Artistic bike racks …more than a rack

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Bicycle music festivals …human powered fun

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Bicycle film festivals …???????

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Cycle Chic …changing perceptions BUT

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design process Then we started... Then we started the...

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We ran a series of workshops… solutions

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We developed theories of change …contextual map of enabling factors

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program design principles We developed some...

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1 Delightful 2 Inclusive 4 Participatory 5 Collaborative 6 Newsworthy 3 Sociable

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the change programs Then we designed...

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Shared path anxiety hotspots audit Using test squads to review existing and new shared paths across the network

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Event promotion campaign Supporting the bicycle community

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Artistic bike rack competition Connecting with a wider audience through artistic expression

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The Big Picture campaign Providing a clear and meaningful narrative for investment in bicycling

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Explore your City Program Showing the business community the value of cycling

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Village Roadshows Bringing cycling to the community

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The Sydney Loop ride Supporting tourism in the city

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Coexistence Campaign Promoting an harmonious relationship

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Workplace Cycling Challenge Engaging and challenging businesses in the city

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Community Grants Program Supporting ideas in the community

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evaluation framework Finally, we created an...

Why? So we can…:

Why? So we can… Prove the effectiveness of the programs Defend the investment Embed learning through the evolution of the programs

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“Not everything that can be counted counts… …and not everything that counts can be counted.”

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We ran an evaluation workshop

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We developed a program logic

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…and implementation is underway Council approved…

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Jonathan Daly Behaviour Change for Sustainability M: 0459 827 740 E: jonathan.daly@ghd.com