How to Design Low Cost, High Impact Interventions That Are Effective in Changing People's Travel Behaviour
T Stokell, Challenge for Change, UK
This presentation will cover the key concepts, theories and lessons that we need to keep in mind as we design programmes that will be most effective at achieving a measurable change in travel behaviour.
With limited financial resources we need to start thinking differently about how we design programmes that aim to change people's travel behaviour. There is a lot we can learn from our colleagues in psychology, social marketing and commercial marketing. By understanding and applying the knowledge from these fields to the transport sector we can develop more effective, more efficient and lower cost programmes. However, without being an expert in all these fields, what are the key concepts and lessons that we need to keep in mind in order for us to design more effective programmes?
Lessons from the last 10 years of designing and implementing various behaviour change programmes will be shared, including:
- Two key psychological theories and how to apply them effectively (Self Perception Theory and Self Efficacy);
- What we can learn from the fields of Social Marketing and commercial marketing; and,
- Ways to leverage existing funding to secure additional funding and support from local public and private partners and stakeholders.
Two case studies will be presented to give colour to the theories and concepts discussed. Including the highly successful Workplace Cycle Challenge programme which has been run in 28 municipalities, involving 48,000 people and getting more than 12,000 'non-cyclists' back on their bikes.
This will be an interesting presentation for practitioners working at both the local and national level. The aim is to share practical insights and give people ideas and concepts that they can take home with them and apply to the work they are doing.
Association for European Transport