Framework to Reduce Traffic Congestion

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Framework to Reduce Traffic Congestion Improve
Air Quality in Atlanta
Strategic Research for the 2000 Clean Air
Campaign Strategic Summary Sponsored By The
Georgia Department of Transportation and The U.S.
Federal Highway Administration Prepared By
Wirthlin Worldwide for the Southern Coalition
for Advanced Transportation (SCAT) March 21, 2000
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Research Plan and Methodology

• Phase I Values In Strategy Assessment (VISTA)
• Two hour in-person laddering interviews with 86
  respondents, segmented by commuting behavior,
  live/work location, and various demographic
  factors
• Target segments based on Core (those who have
  used a mode of transportation other than SOV in
  the last month aware and concerned with air
  quality and congestion) and Swing (willing to use
  an alternative form of transportation other than
  SOV)
• Phase II Quantitative Segmentation
• n750 interviews in the 13 county region, with
  over-samples in smaller counties to boost the
  final sample size to 100 in each county
• 20 minute instrument, containing 86 questions
• Random probability sampling technique to allow
  everyone an equal chance of selection
• Quotas set based on gender, region, and county
• Margin of error for a sample of 750 is /- 3.6 at
  95 confidence

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VISTA Sample Characteristics
Location Live Inside 37 Live Outside 49 Work
Inside 48 Work Outside 38 Age 18 to
34 22 35 to 49 33 50 and Over 31
Usage Resident 64 Core 34 Swing 30 Business
22 Gender Male 44 Female 42
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Quantitative Stratification
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Objectives

• The purpose of this study is to identify,
  establish, and refine message platforms aimed at
  eliciting behavioral change with regard to public
  transportation, commuting, air quality
  attainment, and other issues related to
  population growth and transportation.

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Objectives

• Ultimately, these behavioral changes could
  include
• An increase in the use of public transit.
• An increase in the number of workers who
  tele-commute.
• An increase in the number of drivers who
  carpool/vanpool to work.
• An increase in ecommerce.
• A net reduction in air pollutants and meeting air
  attainment standards.
• A change in building/construction methods (office
  and surface).
• A reduction in congestion.

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Developing CommunicationsStrategy
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VISTA (Values in Strategy Assessment)The
Conceptual Framework for Understanding Customer
Values, Behavior, And Building Support
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Communications Strategy
A predetermined set of action steps that
differentiates an issue or action from competing
alternatives in positive and personally relevant
terms among key target audiences
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Strategic Hinge
Target Audience
A strategic hinge exists, which links the
desired outcome to the target audience in
positive and personally relevant ways.
Identifying the best means to activate the hinge
is the purpose of strategic communications
and positioning research
Reduce Congestion/ Improve Air Quality
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Summary of ResultsValues and Quantitative
Findings
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Research Approach
Values in Strategy Assessment (VISTA)
The Wirthlin Worldwide approach to the
qualitative phase of values research includes
four basic steps 1. Laddering Interviews
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Decision Making Model
Target Audience
Stable, enduring personal goals.
Emotional or social benefits derived from the
benefits.
Functional benefits derived from the attributes,
the product, or the issue.
Perceived attributes (pos or neg).
Issue
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Research Approach
Values in Strategy Assessment (VISTA)
The Wirthlin Worldwide approach to the
qualitative phase of values research includes
four basic steps 1. Laddering Interviews 2.
Content Analysis
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Content Analysis
RESPONDENT VERBATIM
QUESTION
CODES
Makes me happier overall.
NO PERSONAL HAPPINESS
What does that do for you?
Self
Less stress, more relaxation.
Why is that important to you?
STRESSED
Want more time to enjoy my time on weekends and
stuff, play golf, watch TV.
Why do you want to avoid being stuck in your car?
CANT DO OTHER THINGS
Time is important. I dont want to be stuck in
my car.
Why is traffic congestion important to you?
WASTES TIME
ISSUE
Which of these issues is the most important to
you?
Traffic congestion.
TRAFFIC CONGESTION
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Research approach
Values in Strategy Assessment (VISTA)
The Wirthlin Worldwide approach to the
qualitative phase of values research includes
four basic steps 1. Laddering Interviews 2.
Content Analysis 3. Linkage Assessment
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Linkage Assessment
NO PERSONAL HAPPINESS
VALUES
Elements on map determined by the number of
mentions of each element.
STRESSED
CANT DO OTHER THINGS
PSYCHOSOCIAL CONSEQUENCES
Connections between elements determined by the
frequency that the lower level element led to the
higher.
WASTES TIME
FUNCTIONAL CONSEQUENCES
ATTRIBUTES
TRAFFIC CONGESTION
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Research Approach
Values in Strategy Assessment (VISTA)
The Wirthlin Worldwide approach to the
qualitative phase of values research includes
four basic steps 1. Laddering Interviews 2.
Content Analysis 3. Linkage Assessment 4.
Decision Making Map Construction
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Traffic Congestion
NO PERSONAL HAPPINESS 23
NO FREEDOM/ INDEPENDENCE 16
NO PEACE OF MIND 26
NO SENSE OF WELL BEING 5
NO PERSONAL SATISFACTION 12
NO SENSE OF ACCOMPLISHMENT 7
WONT LIVE AS LONG 5
STRESSED 14
WORRIED 5
POOR QUALITY OF LIFE 8
NOT IN CONTROL 8
WONT BE MORE PRODUCTIVE 5
CANT ENJOY THE OUTDOORS 3
POOR HEALTH 9
CANT SPEND TIME WITH FAMILY/FRIENDS 7
FRUSTRATED/ AFFECTS MOOD 15
CANT DO OTHER THINGS 18
WONT BE ON TIME 8
CAUSES MORE CAR ACCIDENTS 9
HARD TO BREATHE 9
POLLUTION 19
CAUSES ROAD RAGE/ CANT AVOID OTHER DRIVERS
5
WASTES TIME 14
TAKES LONGER 33
CANT GET WHERE I WANT 10
POOR AIR QUALITY
TRAFFIC CONGESTION
20
Air Quality
NO PERSONAL HAPPINESS 21
WONT LIVE AS LONG 24
NO PEACE OF MIND 19
NO SENSE OF ACCOMPLISHMENT 10
NO PERSONAL SATISFACTION 13
NO PERSONAL ENJOYMENT 13
POOR QUALITY OF LIFE 10
CANT DO OTHER THINGS 10
WORRIED 12
CANT ENJOY THE OUTDOORS 12
POOR HEALTH 57
MAKES ME SICK 32
HARD TO BREATHE 57
POLLUTION 11
POOR AIR QUALITY
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Urban Sprawl and Growth
NO PERSONAL HAPPINESS 38
NO PEACE OF MIND 37
NO PERSONAL SECURITY 6
NO FREEDOM/ INDEPENDENCE 12
WONT LIVE AS LONG 8
POOR QUALITY OF LIFE 30
CANT DO OTHER THINGS 21
CANT ENJOY THE OUTDOORS 14
DONT FEEL SAFE 9
POOR HEALTH 26
MORE DRUGS AND CRIME 8
HARD TO BREATHE 6
TAKES LONGER 18
CITY LIVEABILITY 23
POLLUTION 13
CUT DOWN TREES 21
GROWTH AND DEVELOPMENT 11
POOR AIR QUALITY
TRAFFIC CONGESTION
URBAN SPRAWL AND GROWTH
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Summary- Issues

• Overall, traffic congestion, air quality, and
  urban sprawl/ growth were important issues to
  respondents. But these issues were thought of
  negatively.
• Traffic congestion was cited as the biggest
  change and the worst problem facing Atlanta. It
  was seen as a time waster / taking longer to get
  someplace and as something that contributes to
  poorer air quality and pollution.
• Air quality was important because of the negative
  affect that it has on peoples health and the
  environment.

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Summary- Issues

• Urban sprawl and growth was cited negatively
  because it increases traffic congestion which
  contributes to poorer air quality. The
  environmental impact, such as cutting down trees
  (which is a strong visual) was also mentioned as
  important.
• All three issues were perceived to be linked
  together with Urban Sprawl leading to bad Traffic
  Congestion which in turn creates poor Air Quality
  which in turn gives you poor health.

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Summary- Performance on Issues

• Although Traffic Congestion received the highest
  importance rating, the Atlanta Metropolitan
  Region was rated as performing poorly on the
  issue.
• Reasons for a low performance rating include the
  need to improve/construct roadways,
  improve/expand MARTA/PT and the overall lack
  of planning.
• Atlantas performance on Air Quality is currently
  seen as average.
• The top reason for positively rating Atlantas
  performance on Air Quality is the strict
  emission testing/inspections that has been
  implemented and that they are encouraging
  carpooling/PT.
• However, the number one reason for not rating
  their performance higher is that respondents can
  see the poor air quality/smog.

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Summary- Performance on Issues

• Atlantas performance on Urban Sprawl and Growth
  was again perceived as average.
• Performance was negatively perceived because of
  their lack of planning, they are not trying to
  do something and it causes traffic
  congestion/air pollution. More
  residential/retail building and the city was
  trying to regulate/control the growth were some
  positive perceptions of their performance.

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Mode of Transportation SOV
PEACE OF MIND 22
WELL BEING 7
PERSONAL HAPPINESS 22
FREEDOM / INDEPENDENCE 20
PERSONAL SECURITY 4
PERSONAL HAPPINESS 22
SELF CONFIDENCE 4
PERSONAL SATISFACTION 9
ACCOMPLISHMENT 13
QUALITY OF LIFE 4
LESS WORRY 10
GET ALONG WITH OTHERS 2
CAN BUY OTHER THINGS 7
LESS STRESS 16
AFFECTS MY MOOD 9
MORE PRODUCTIVE 6
FEEL SAFE 5
HEALTHY 6
SOCIALIZE 5
DO OTHER THINGS 10
NOT AS FRUSTRATED 6
IN CONTROL 13
WONT GET INJURED 3
LESS OF A HASSLE 4
LESS ACCIDENTS 5
ITS QUICKER/ FASTER 11
SAVES ME TIME 10
SAVES ME MONEY 9
GET MORE EXERCISE 3
LESS POLLUTION 8
CAN GET WHERE I WANT TO GO 6
DONT HAVE TO DRIVE 6
HAVE SIDEWALKS 1
WONT ASSOCIATE WITH UNDESIRABLES 5
AVOID OTHER DRIVERS 3
NOT DEPENDENT ON OTHERS 27
WALK
CARPOOL
PUBLIC TRANSPORTATION
CARPOOL
TRAFFIC CONGESTION
PUBLIC TRANSPORTATION
SINGLE OCCUPANCY VEHICLE
APPEARS TWICE
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Mode of Transportation SOV
Strength Neutral Weakness
PEACE OF MIND 17
8 and above highlighted
WELL BEING 5
PERSONAL HAPPINESS 20
FREEDOM / INDEPENDENCE 28
PERSONAL SECURITY 1
PERSONAL HAPPINESS 20
SELF CONFIDENCE 4
PERSONAL SATISFACTION 9
ACCOMPLISHMENT 16
QUALITY OF LIFE 6
LESS WORRY 8
GET ALONG WITH OTHERS 2
CAN BUY OTHER THINGS 6
LESS STRESS 14
AFFECTS MY MOOD 7
MORE PRODUCTIVE 9
FEEL SAFE 0
HEALTHY 7
SOCIALIZE 2
DO OTHER THINGS 13
NOT AS FRUSTRATED 7
IN CONTROL 19
WONT GET INJURED 3
LESS OF A HASSLE 3
LESS ACCIDENTS 4
ITS QUICKER/ FASTER 12
SAVES ME TIME 11
SAVES ME MONEY 8
GET MORE EXERCISE 0
LESS POLLUTION 11
CAN GET WHERE I WANT TO GO 4
DONT HAVE TO DRIVE 1
HAVE SIDEWALKS 0
WONT ASSOCIATE WITH UNDESIRABLES 5
AVOID OTHER DRIVERS 3
NOT DEPENDENT ON OTHERS 38
WALK
CARPOOL
PUBLIC TRANSPORTATION
CARPOOL
TRAFFIC CONGESTION
PUBLIC TRANSPORTATION
SINGLE OCCUPANCY VEHICLE
APPEARS TWICE
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Mode of Transportation Carpool/Vanpool
PEACE OF MIND 22
WELL BEING 7
PERSONAL HAPPINESS 22
FREEDOM / INDEPENDENCE 20
PERSONAL SECURITY 4
PERSONAL HAPPINESS 22
SELF CONFIDENCE 4
PERSONAL SATISFACTION 9
ACCOMPLISHMENT 13
QUALITY OF LIFE 4
LESS WORRY 10
GET ALONG WITH OTHERS 2
CAN BUY OTHER THINGS 7
LESS STRESS 16
AFFECTS MY MOOD 9
MORE PRODUCTIVE 6
FEEL SAFE 5
HEALTHY 6
SOCIALIZE 5
DO OTHER THINGS 10
NOT AS FRUSTRATED 6
IN CONTROL 13
WONT GET INJURED 3
LESS OF A HASSLE 4
LESS ACCIDENTS 5
ITS QUICKER/ FASTER 11
SAVES ME TIME 10
SAVES ME MONEY 9
GET MORE EXERCISE 3
LESS POLLUTION 8
CAN GET WHERE I WANT TO GO 6
DONT HAVE TO DRIVE 6
HAVE SIDEWALKS 1
WONT ASSOCIATE WITH UNDESIRABLES 5
AVOID OTHER DRIVERS 3
NOT DEPENDENT ON OTHERS 27
CARPOOL
WALK
PUBLIC TRANSPORTATION
CARPOOL
TRAFFIC CONGESTION
PUBLIC TRANSPORTATION
SINGLE OCCUPANCY VEHICLE
APPEARS TWICE
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Mode of Transportation Carpool/Vanpool
Strength Neutral Weakness
8 and above highlighted
PEACE OF MIND 23
WELL BEING 7
PERSONAL HAPPINESS 31
FREEDOM / INDEPENDENCE 11
PERSONAL SECURITY 3
PERSONAL HAPPINESS 31
SELF CONFIDENCE 2
PERSONAL SATISFACTION 13
ACCOMPLISHMENT 10
QUALITY OF LIFE 3
LESS WORRY 6
GET ALONG WITH OTHERS 3
CAN BUY OTHER THINGS 11
LESS STRESS 14
AFFECTS MY MOOD 11
MORE PRODUCTIVE 8
FEEL SAFE 2
HEALTHY 2
SOCIALIZE 17
DO OTHER THINGS 9
NOT AS FRUSTRATED 5
IN CONTROL 9
WONT GET INJURED 2
LESS OF A HASSLE 3
LESS ACCIDENTS 2
ITS QUICKER/ FASTER 10
SAVES ME TIME 10
SAVES ME MONEY 12
GET MORE EXERCISE 0
LESS POLLUTION 7
CAN GET WHERE I WANT TO GO 3
DONT HAVE TO DRIVE 8
HAVE SIDEWALKS 0
WONT ASSOCIATE WITH UNDESIRABLES 5
AVOID OTHER DRIVERS 2
NOT DEPENDENT ON OTHERS 36
CARPOOL
WALK
PUBLIC TRANSPORTATION
CARPOOL
TRAFFIC CONGESTION
PUBLIC TRANSPORTATION
SINGLE OCCUPANCY VEHICLE
APPEARS TWICE
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Mode of Transportation Public Transportation
PEACE OF MIND 22
WELL BEING 7
PERSONAL HAPPINESS 22
FREEDOM / INDEPENDENCE 20
PERSONAL SECURITY 4
PERSONAL HAPPINESS 22
SELF CONFIDENCE 4
PERSONAL SATISFACTION 9
ACCOMPLISHMENT 13
QUALITY OF LIFE 4
LESS WORRY 10
GET ALONG WITH OTHERS 2
CAN BUY OTHER THINGS 7
LESS STRESS 16
AFFECTS MY MOOD 9
MORE PRODUCTIVE 6
FEEL SAFE 5
HEALTHY 6
SOCIALIZE 5
DO OTHER THINGS 10
NOT AS FRUSTRATED 6
IN CONTROL 13
WONT GET INJURED 3
LESS OF A HASSLE 4
LESS ACCIDENTS 5
ITS QUICKER/ FASTER 11
SAVES ME TIME 10
SAVES ME MONEY 9
GET MORE EXERCISE 3
LESS POLLUTION 8
CAN GET WHERE I WANT TO GO 6
DONT HAVE TO DRIVE 6
HAVE SIDEWALKS 1
WONT ASSOCIATE WITH UNDESIRABLES 5
AVOID OTHER DRIVERS 3
NOT DEPENDENT ON OTHERS 27
CARPOOL
WALK
PUBLIC TRANSPORTATION
CARPOOL
TRAFFIC CONGESTION
PUBLIC TRANSPORTATION
SINGLE OCCUPANCY VEHICLE
APPEARS TWICE
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Mode of Transportation Public Transportation
Strength Neutral Weakness
8 and above highlighted
PEACE OF MIND 33
WELL BEING 4
PERSONAL HAPPINESS 17
FREEDOM / INDEPENDENCE 15
PERSONAL SECURITY 10
PERSONAL HAPPINESS 17
SELF CONFIDENCE 6
PERSONAL SATISFACTION 6
ACCOMPLISHMENT 8
QUALITY OF LIFE 2
LESS WORRY 17
GET ALONG WITH OTHERS 2
CAN BUY OTHER THINGS 9
LESS STRESS 22
AFFECTS MY MOOD 11
MORE PRODUCTIVE 0
FEEL SAFE 16
HEALTHY 2
SOCIALIZE 0
DO OTHER THINGS 5
NOT AS FRUSTRATED 8
IN CONTROL 8
WONT GET INJURED 2
LESS OF A HASSLE 10
LESS ACCIDENTS 0
ITS QUICKER/ FASTER 8
SAVES ME TIME 10
SAVES ME MONEY 15
GET MORE EXERCISE 0
LESS POLLUTION 6
CAN GET WHERE I WANT TO GO 12
DONT HAVE TO DRIVE 17
HAVE SIDEWALKS 0
WONT ASSOCIATE WITH UNDESIRABLES 5
AVOID OTHER DRIVERS 4
NOT DEPENDENT ON OTHERS 4
WALK
CARPOOL
PUBLIC TRANSPORTATION
CARPOOL
TRAFFIC CONGESTION
PUBLIC TRANSPORTATION
SINGLE OCCUPANCY VEHICLE
APPEARS TWICE
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Mode of Transportation Walking
Strength Neutral Weakness
PEACE OF MIND 22
8 and above highlighted
WELL BEING 19
PERSONAL HAPPINESS 22
FREEDOM / INDEPENDENCE 8
PERSONAL SECURITY 3
PERSONAL HAPPINESS 22
SELF CONFIDENCE 8
PERSONAL SATISFACTION 5
ACCOMPLISHMENT 14
QUALITY OF LIFE 4
LESS WORRY 9
GET ALONG WITH OTHERS 0
CAN BUY OTHER THINGS 0
LESS STRESS 20
AFFECTS MY MOOD 11
MORE PRODUCTIVE 0
FEEL SAFE 13
HEALTHY 16
SOCIALIZE 7
DO OTHER THINGS 11
NOT AS FRUSTRATED 2
IN CONTROL 7
WONT GET INJURED 6
LESS OF A HASSLE 3
LESS ACCIDENTS 19
ITS QUICKER/ FASTER 10
SAVES ME TIME 6
SAVES ME MONEY 0
GET MORE EXERCISE 26
LESS POLLUTION 0
CAN GET WHERE I WANT TO GO 6
DONT HAVE TO DRIVE 3
HAVE SIDEWALKS 13
WONT ASSOCIATE WITH UNDESIRABLES 5
AVOID OTHER DRIVERS 3
NOT DEPENDENT ON OTHERS 0
WALK
CARPOOL
PUBLIC TRANSPORTATION
CARPOOL
TRAFFIC CONGESTION
PUBLIC TRANSPORTATION
SINGLE OCCUPANCY VEHICLE
APPEARS TWICE
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Summary- Commuting Experience

• Single Occupancy Vehicle (SOV) is the primary
  mode of transportation for respondents.
• They like having their own vehicle because they
  arent dependent on others, it is quicker and
  faster than other modes and therefore they are in
  control.
• Carpooling and Public Transportation are two
  modes where the respondent saves money.
  Respondents also felt that there would be less
  pollution because there are less cars on the
  road.
• An added bonus of carpooling is the opportunity
  to socialize with others.
• Public Transportation allows someone other than
  the respondent to do the driving which might not
  always be the case for carpooling. Respondents
  also brought up the idea of safety (negative)
  when using public transportation.

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Strength Neutral Weakness
Commuter Benefits/Barriers To Actions
PERSONAL PRIDE 8
SELF ESTEEM 10
PEACE OF MIND 26
PERSONAL HAPPINESS 27
LIVE LONGER 5
ACCOMPLISHMENT 15
WELL BEING 7
HEALTHY 22
DO OTHER THINGS 24
LESS STRESS 17
FEEL IM CONTRIBUTING 24
MORE PRODUCTIVE 13
ABLE TO BREATHE 16
SAVES TIME 47
DONT HAVE TO DRIVE 13
LESS POLLUTION 24
PUBLIC TRANSPORTATION AVAILABILITY 24
LESS TRAFFIC CONGESTION 44
AIR QUALITY 32
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Summary- Commuter Benefits/Barriers of Actions

• Respondents are more likely to rearrange their
  schedules than change their methods of
  transportation.
• This again implies that they want to be in
  control.
• Barriers for residents to using Public
  Transportation include the speed of public
  transportation and that respondents prefer
  using their own car.
• Respondents indicate that a better schedule and
  lower cost would encourage them to use Public
  Transportation around Atlanta.
• The need for more/additional locations of the
  Public Transportation System was strongly
  mentioned.

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Summary- Commuter Benefits/Barriers of Actions

• Atlanta residents recognize that if they perform
  any of the actions to reduce Traffic Congestion /
  Air Quality, then benefits would be reduce
  traffic, saves time, less pollution, and
  better air quality.
• Barriers to performing the actions include
  Public Transportation is not available in my
  area, job wont/doesnt allow it and they
  dont have knowledge/feel informed.

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Benefits/Barriers to Business Actions
FINANCIAL SECURITY 11
WELL BEING 26
ACCOMPLISHMENT 63
QUALITY OF LIFE 21
FEEL IM CONTRIBUTING 37
LESS STRESS 42
COMPANY MAKES MONEY 21
I CAN CHANGE THINGS 9
EMPLOYEES ARE MORE PRODUCTIVE 15
ATTRACT/ RETAIN EMPLOYEES 21
COMPANY PROVIDES INCENTIVES 15
EMPLOYEE MORALE 18
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Summary- Business Benefits/Barriers of Actions

• Most businesses in the Metropolitan Atlanta area
  are currently doing something that helps
  alleviate these problems. It is not known if
  these problems are the primary drivers to these
  actions.
• In order to reduce Air Quality and Traffic
  Congestion, businesses offer to employees
  flextime, working from home, and the use of
  the Internet.
• The benefits of these actions include better
  employee morale, reduce traffic and less
  parking problems. Barriers for businesses
  performing the actions include they dont have
  the knowledge/feel informed and the company
  doesnt provide incentives.

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Summary- Ability / Capable

• Respondents feel that the State and Local
  Government is most capable to help alleviate
  Atlantas traffic congestion problem. They
  indicate that the both Governments can implement
  better road systems/traffic management.
• At the state level, they have the power to
  subsidize / allocate funds, while at the local
  level they can improve and expand public
  transportation.
• When asked what is stopping individuals from
  doing more to alleviate traffic congestions,
  respondents mention that people prefer the
  convenience of cars and that people are lazy /
  apathetic.

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Summary- E-Commerce

• Over half of the respondents currently purchase
  products or services over the Internet. They
  like that they dont have to leave home and
  that it saves time. A disadvantage to shopping
  over the Internet is that they cant touch the
  item and they feel it is not safe.
• Many respondents indicate that over the next
  year, they will shop over the Internet more than
  they do now.

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Positioning

• Because of the barriers regarding alternative
  forms of transportation, the debate and
  communications should reframe.
• This reframing stresses that alternative forms of
  transportation lead to being in control. This
  emotion serves as a way through which commuters
  and businesses can activate change and a way in
  which they would personally benefit.
• For commuters, the benefits center on less stress
  and having time to do things that are important
  to them.
• For businesses, the benefits center on increased
  productivity/better quality of life and improved
  morale/less stress for employees.

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Strategic Positioning
PERSONAL HAPPINESS
FREEDOM / INDEPENDENCE
PEACE OF MIND
ACCOMPLISHMENT
LESS STRESS
IN CONTROL (CONTROL / QUALITY OF
LIFE)
CAN BUY OTHER THINGS
DO OTHER THINGS
MORE PRODUCTIVE
HEALTHY
PERSONAL SAFETY
SOCIALIZE
LESS POLLUTION
SAVES ME TIME
SAVES ME MONEY
PUBLIC TRANSPORTATION
E-COMMERCE
TELE-COMMUNTING
SINGLE OCCUPANCY VEHICLE
CARPOOL OR VANPOOL
WALKING
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Positioning

• Prior communications have been successful in
  driving awareness and making a strong link
  between congestion and environmental concerns.
• However, awareness by itself has not changed
  behavior.
• The data shows that environmental concerns are
  high and there is a link between congestion and
  poor air quality.
• But communications do not need to focus on this
  area. Once a personal benefit message is
  effectively communicated, it will trigger the
  latent concerns over the environment.

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Communication Model
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Communication Model
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Message Suggestions
Question Finally, assume for a moment that
you are responsible for creating a message that
encourages someone to reduce congestion. What are
the elements that in your mind absolutely must be
included in the messages? Is there anything else
that should be included in these messages?
Show the Benefits for the Individual of Reducing
Congestion (38) Whats in it for me? You have
to communicate the benefits and advantages to
them as a consumer - how does it benefit the
people. Time and stress will be saved. Appeal
to things of immediate concern. Clean air.
Less congestion. Improved lifestyle. Lower
insurance rates. Less stress. Show benefit to
the individual. Tell them it would save them
money time. What it will do for us. Show
rewards. Show What An Individual Can Do to Help
(28) Look at alternative means of
transportation. Keep cars/engines tuned.
Arrange work schedules to avoid rush
hour. Publicity getting people aware of how
big the problem can be. Change the car. Car
pooling. Work at home. You would have to
incorporate your trips and try to get done as
much as you can in one trip. Try to use public
mode of transportation and if possible,
carpool. Show the Benefits For the Environment
/ Future (23) Consider the future. Think the
domino effect / ripple effect. How one
environment action affects 10 other things. For
a healthier, safer future plan now. Let them
know need to save the earth. Do it, if not for
yourself, then for your kids. Saving the earth
for the people of tomorrow. Emphasize Health
Benefits (15) Long term effects. Health
concerns. Health issues involved studies on
how many are affected. Oxygen mask showing
people needing oxygen masks to breathe the air.