Fostering a culture of cycling

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THE WALKING AND BICYCLING REVOLUTION: FOSTERING A CULTURAL CHANGE IN OUR CITY:

JONATHAN DALY | TRAVEL BEHAVIOUR CHANGE THE WALKING AND BICYCLING REVOLUTION: FOSTERING A CULTURAL CHANGE IN OUR CITY

Slide 2:

Forcing Change The Key to Change Making Change Fun The Agenda 1 2 3 4 Slow Change

Why aren’t more people walking and riding bikes?:

Why aren’t more people walking and riding bikes? 1

Slide 4:

Melbourne, 1885

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Mackay, 1948

Melbourne, 2005:

Melbourne, 2005

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What influence does the physical environment have on travel behaviour ?

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What do we value most? Cars and traffic or people and place?

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Encouraging people to ride ?

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What influence does the social environment have on travel behaviour ?

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The Tony Abbot Effect The domination of road racing – a good thing for getting more people on bikes?

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Helmets, fluro, and the rest – what message does it convey to others?

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The perception of a dangerous activity

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“You cyclists, you’re all the same!”

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What if bicycling had a different image ?

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Cycle chic ?

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Naked cycle chic?

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Everyday people Everyday clothes Everyday activity “It’s what we do”

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Key message 1 We need physically and socially supportive environments that foster a culture of walking and bicycling

Why we can’t (and shouldn’t) force change:

Why we can’t (and shouldn’t) force change 2

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Change your behaviour!

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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 Context Model of Behaviour Change 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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Key message 2 Forcing someone simply makes them more intractable to change because it goes against the grain of human nature

Why people are at the root of the issue:

Why people are at the root of the issue 3

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Understanding people An historical lesson in social change

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Ataturk bans the veil Creating social disapproval

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Subconscious behaviour change The power of empathy

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Efficacy of speed signs ?

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The incidence of speeding fell… Why? Our subconscious is activated by emotion

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Key message 3 We must fully understand peoples needs and motivations…and accept that we are less than rational decision makers

Why fun makes change easy:

Why fun makes change easy 4

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The Fun Theory

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Stockholm, Sweden

We are captivated by fun and humour!:

We are captivated by fun and humour! …it opens us up to new ideas!

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Key message 4 Change is difficult, fun makes it easy.

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Travel Behaviour Change jonathan.daly@ghd.com 0459 827 740 Jonathan Daly

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