Pilot Project "Mobile Sehopfeim" - to Change Mobility-related Attitudes and Traffic Behaviour
MEYER-RUHI,E O, Prognos AG, Switzerland
From the beginning of 1994 to the end of 1996 the "Mobile Schopfheim" pilot project was carried out in the city of Scliopfheim and the neighbouring towns of Maulburg and Hansen (in the Landkreis (county) of Lrrrach). This project was conducted under the a
From the beginning of 1994 to the end of 1996 the "Mobile Schopfheim" pilot project was carried out in the city of Scliopfheim and the neighbouring towns of Maulburg and Hansen (in the Landkreis (county) of Lrrrach). This project was conducted under the auspices of the Ministry for Environment and Transport of the State of Baden- Wiirttemberg (Germany), and tested the implementation of the "conscious mobility" concept of Baden-Wiirttemberg's Transport Master Plan. The test region has 25,000 inhabitants and exhibits traffic conditions typical for this state.
The basis for the "conscious mobility" concept is the idea that traditional traffic policy instruments alone are not the most effective means of promoting environmentally and socially sustainable traffic development. Instead, the traditional instruments should be accompanied by informational, educational and motivational measures which encourage citizens to adopt more "conscious" travel behaviour patterns. Derived fi'om this consideration are the pilot project's objectives:
* Development of appropriate measures for providing mobility-related information and education
* Implementation of these measures in conjunction with citizens groups, businesses and the local government of the pilot project communities
* Evaluation of the public's acceptance of these measures, and their actual impact on traffic
* Formulation of recommendations for implementing the "conscious mobility" concept.
Using communicative measures to influence internal determinants of behaviour - such as'needs, motives, values, preferences and beliefs - is in the broader sense awareness development or persuasion. Such measures are being considered in the context of many policy fields, including municipal planning. Persuasive measures are being disenssed, for example, in connection with promoting sustainable urban development, initiating public information campaigns about public transport, in the area of "mobility management", and in regard to "traffic education". The pilot project drew on, and in some cases integrated, measures implemented in these areas.
Association for European Transport