Tervetuloa! Välkommen! Sarah Toy Head of Smarter Choices
Smarter Choices: locking in sustainable travel behaviours • Sustrans Call to Action • National/international mode share • Infrastructure as a catalyst for change • Travel behaviour change theory • Smarter Choices in different settings • DIY Streets
Sustrans’ Call to Action Doubling the number of sustainable trips under 5 miles by 2020
Where are we now? Cycle 2% Public Other Transport 1% 8% Car 54% Walk 35% Source: National Travel Survey 2011
In comparison to Great Britain, some other European countries have a much higher proportion of trips made by bicycle Estimated share of journeys (trips) made by bicycle Cycling in the UK 1952 23bn Kms 13% Modal Share 1970 5bn Kms 1% Modal Share Cabinet Office: An analysis of urban transport, Nov 2009
National growth targets France: 10% of all trips by 2020 Germany: 15% of all trips (16% in cities) Austria: from 5% in 2006 to 10% in 2016 Australia: double cycling share over 5 years Ireland: 10% by 2020 Hungary: double cycling 2006-13 (achieved)
Disappearing traffic? • When road space for cars is reallocated, traffic problems are usually far less serious than predicted. • Overall traffic levels can reduce by significant amounts - on average 11% of traffic on the treated road or area cannot be found in the area afterwards. Cairns, Atkins and Goodwin, Municipal Engineer, 2002
Disappearing traffic The scale shows the changes in total traffic across the Central case: -11% monitoring area, expressed as a percentage of vehicle flows on the altered route/area Average: -22% plus those on parallel/alternative routes. -150 -130 -110 -90 -70 -50 -30 -10 10 30 Cairns, Atkins and Goodwin, Municipal Engineer, 2002
Get Britain Cycling – April 2013 Key Recommendations A new priority for investing public funds – £10 per head rising to £20 per head – Local funding in proportion to journeys by bike Redesigning our roads, streets and communities – Cyclists’ needs identified at planning stage – Highways Agency provision for cyclists – Local Authorities retro-fit our existing roads for cycling Safe Cycling – 20 mph – Cycling Training for all schools Political Leadership – Cross-Departmental Cycle Action Plan – Set Targets – 10% by 2025
Importance of infrastructure – NCN as a catalyst for change • 14,000 miles of NCN • 484 million trips per year • 71% of users report raised physical activity levels
Bus lane photo?
Why worry about behaviour change theory? • Investment model : “Predict and provide” perpetuates current mode shares; • Individual behaviour : Travel habits are hard- wired and people need help to break them; • Group behaviour : New social norms need to be established to make public transport and cycling default options
The Theory of Planned Behaviour (TPB) …only applicable to entirely rational beings!
Breaking individuals’ habits Learning from applied research : • Aim to increase people’s autonomy and control • Provide info on both why and how to change • Target transition windows (2 weeks) • Create “artificial” habits – SMART objectives • Rewards and incentives (gamification)
Creating new social norms • Social marketing tactics – “80% of people think…” • Peer to peer champions • Visibility and role models • Emotional appeal (think of car adverts) • Address actual and perceived barriers
Making it fun…gamification
What is Sustrans “Smarter Choices”? • Providing people with travel information, incentives, advice and support to help them choose to travel in ways that benefit their health and the environment
Integrating Infrastructure and Smarter Choices ∙ Infrastructure (where?) + ∙ “ Smarter Choices ” : Travel information and advice (why?), practical support (what? how?), role models (who?) = ∙ Travel behaviour change
Sustrans Smarter Choices settings – three distinct target audiences Education Communities & Young People Workplaces
Smarter Choices in Schools • One full-time officer typically works intensively with 10 schools per year; • Focus on primary years P4 -7 • Events and fun activities • Bikeability Cycle Training • Curriculum activities • The Big Pedal • The Big Street Survey • Superheros • School Mark Standard
School outcomes • Four times the UK average cycle every day • More than a quarter cycle at least once a week • 95% of teachers say children are more active
Smarter Choices in Workplaces Flexible bespoke delivery model includes: • The Challenge web platform • Employee engagement process • Travel Champions • Personal Travel Planning
Active Workplaces
The Challenge web platform
Employee Engagement Process Delivery Audit Planning Legacy Tailored Communications Workplace Resources Key Stakeholders Empower Stakeholders Campaign Route Access Employee Group Empower Employees Tailored Activity Plan Postcode Mapping Local Authority Deliver Legacy Plan Tailored Events Plan Key Stakeholders Travel Planners Strengthen relationships Individual support Employee Survey Local Partners Create legacy partnerships Active Travel Challenge Evaluation Baseline data, Employee Survey, Physical data capture, Workplace data review, Qualitative Interviews, Key Stakeholder Interviewing, Final and follow up surveys and physical data.
Travel Champions Identify Recruit Train Support Tools
Workplace outcomes • 29% increased activity • 24 sick days removed • Improved wellbeing • Improved productivity • Reduced staff turnover
Smarter Choices for Communities at household, street and neighbourhood level
Smarter Choices in Communities • Personalised Travel Planning (PTP) • Active Travel Hubs • Active Travel Champions • DIY Streets
Household PTP in Cardiff • 15 month prog in 2011-12 • Contact with over 14000 HH (76% of target population) • Cost approx £30/HH
Results from Household PTP in Cardiff
Sustrans Smarter Choices recent innovations • Primary to secondary transitions • Working with developers on new developments • Online community mapping • Working with universities – dual approach as an educational establishment and a major employer!
BCR for Smarter Choices interventions • BCR for Travel Actively Programme 3.9 : 1 • Cost £4,055,000 and benefits £15,894,000 (assumes 50% of beneficiaries do not maintain initial behaviour change and only adults included) • Calculated using WebTAG appraisal tool
Summary of Smarter Choices • Infrastructure can act as a catalyst for change • Smarter Choices drive the change • Working intensively with children and families or employees can bring big shifts in travel behaviour • Integrating infrastructural change and smarter choices has a greater impact than doing either alone
Thank you
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