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Travel Awareness Campaigns
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DEFINITION OF TRAVEL AWARENESS

• Transport information and publicity campaigns can
  influence peoples' awareness, attitudes and
  travel behaviour - and encourage cycling, walking
  and the use of public transport.
• Three broad types of campaigns can be
  differentiated

• Public awareness campaigns
• Campaigns to targeted groups and settings
• Individualised campaigns

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THE 7 STAGES OF CHANGE
The following slides show a model which draws on
elements of the Stages of Change Model,
developed as part of the INPHORMM project ( the
so called 5 As) and parts of the Theory of
Planned Behaviour. The 7 Stages of Change Model
has been developed in the TAPESTRY project.
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Tapestry Step 1
1. Awareness of problem
Aware of the issue of traffic congestion?
Tapestry Step 2
2. Accepting responsibility
Accept personal / corporate responsibility?
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Tapestry Step 3
3. Perception of options
Perception of sustainable modes?
Tapestry Step 4
4. Evaluation of options
Is there actually a viable alternative?
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Tapestry Step 5
5. Making a choice
Really intend to modify behaviour?
Tapestry Step 6
6. Experimental behaviour
Trying out new travel choices?
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Tapestry Step 7
7. Habitual behaviour
Long-term adoption of sustainable modes?
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MESSAGES

• Use arguments on which most people agree.

• Make the desired behaviour special in some way.

• Use positive messages and a non-authoritative
  tone.

• For site based campaigns, use messages relevant
  to the main concerns of that site (e.g. child
  health and safety for schools or employee health
  and better productivity for companies).

• For individualised campaigns, stress how small
  changes can make a big overall impact.

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INCENTIVES AND PROMOTIONAL MATERIAL

• Incentives should be directly targeted at
  encouraging the desired behaviour.

• Consider combining incentives with disincentives.

• Ensure that any incentives you put in place are
  not counteracted by existing policies which
  favour car use (e.g. company car policies).

• Use promotional material that is mutually
  reinforcing e.g. posters with leaflets.

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Many thanks for the audience
Robert Pressl pressl_at_fgm.at