Travel Awareness Campaigns: Travelwise in West Sussex; Managing Demand for Car Travel (the Individualテ不 Role)

Travel Awareness Campaigns: Travelwise in West Sussex; Managing Demand for Car Travel (the Individualテ不 Role)


HICKMAN A, West Sussex County Council, UK


1.1 Why did we undertake a transport awareness campaign in West Sussex?


1.1 Why did we undertake a transport awareness campaign in West Sussex?

The publication of the Department of Transport (DOT) revised National Road Traffic Forecasts in 1989 was the stimulus for much change in transport policy as many local authorities realised that they could not carry on catering for the predicted demand as forecast by the DOT. Traffic congestion was already identified as a major problem in many urban areas and to continue to try to cater for demand was clearly impractical, unaffordable, would result in unacceptable environmental damage and was undoubtedly unsustainable.

The Association of County Councilテ不 publication テ乃owards a SustainabIe Transport Policyテ (published in 1991) identified a six point strategy for reconciling the competing demands of the needs of people, and industry, to travel and the environment. This recognised the importance of a public information and awareness campaign on the need to restrain the unbridled use of the private car and to recognise the true cost of travel. Also, in SERPLANテ不 recently published Draft Statement on Transport Policy influencing public attitude to the private car and encouraging the most appropriate means of travel was identified as one of the most significant policy areaS.

In West Sussex, the County Council recognised that it did not have the scale of traffic pollution and congestion problems that some other Counties with a more urban flavour were experiencing. Traffic growth had stopped due to the economic downturn, but this followed a 50% growth between 1980 and 1990. Road building had been steady during the 1970テ不 and 1980テ不 with at least one major scheme opened each year. For the most part, the construction programme had been concentrated upon building by-passes and modernising a strategic road network, some of it to dual- carriageway standard. It was clear, however, that if and when the potential for traffic growth was to re-emerge, the County Council would not be in a position to match that demand with further investment in roads on the same scale. In addition, the ethics of continued road building to this extent was being questioned.

As a result, a process of developing sustainable transport policies for West Sussex was begun. This involved considerable consultation including two conferences and culminated in the production of the Countyテ不 Revised Consultation Draft Structure Plan in early 1995 containing new transport policies. One of the main themes in the draft Structure Plan transport policies, in order to both encourage a sustainable approach to road use and discourage the use of the motor vehicle, is education and publicity. A transport awareness campaign is seen to be one of the main methods of achieving better information, education and publicity for the general public and to seek community involvement in finding solutions to our transport dilemma. The role of the individual is, therefore, seen as crucial.

At the time West Sussex decided to start a transport awareness campaign using the TruveZWise logo, developed by Hertfordshire County Council. This was being adopted by several other County Councils and was considered to be developing a national identity. (Around 30 County Councils have now adopted it).

Travelwise in West Sussex is planned and run by the Transport Policy Section of the Surveyorテ不 Department. It is allocated a budget of around f50,OOO per annum.


Association for European Transport