Tervetuloa! Vlkommen! Sarah Toy Head of Smarter Choices Smarter - - PowerPoint PPT Presentation

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Tervetuloa! Vlkommen! Sarah Toy Head of Smarter Choices Smarter - - PowerPoint PPT Presentation

Sep 30, 2023 166 likes •567 views

Tervetuloa! Vlkommen! 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

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Tervetuloa! Välkommen!

Sarah Toy Head of Smarter Choices

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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
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Sustrans’ Call to Action

Doubling the number of sustainable trips under 5 miles by 2020

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Where are we now?

Public Transport 8% Other 1% Cycle 2% Walk 35% Car 54%

Source: National Travel Survey 2011

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Cabinet Office: An analysis of urban transport, Nov 2009 Cycling in the UK

1952 23bn Kms 13% Modal Share 1970 5bn Kms 1% Modal Share

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

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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)

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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

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  • 150
  • 130
  • 110
  • 90
  • 70
  • 50
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  • 10

10 30

Average: -22%

Central case: -11%

The scale shows the changes in total traffic across the monitoring area, expressed as a percentage of vehicle flows on the altered route/area plus those on parallel/alternative routes.

Disappearing traffic

Cairns, Atkins and Goodwin, Municipal Engineer, 2002

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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

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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

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Bus lane photo?

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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

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The Theory of Planned Behaviour (TPB)

…only applicable to entirely rational beings!

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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)
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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
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Making it fun…gamification

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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

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Integrating Infrastructure and Smarter Choices

∙ Infrastructure (where?) + ∙ “Smarter Choices”: Travel information and advice (why?), practical support (what? how?), role models (who?) = ∙ Travel behaviour change

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Workplaces Communities Education & Young People

Sustrans Smarter Choices settings – three distinct target audiences

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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
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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
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Smarter Choices in Workplaces

Flexible bespoke delivery model includes:

  • The Challenge web platform
  • Employee engagement process
  • Travel Champions
  • Personal Travel Planning
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Active Workplaces

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The Challenge web platform

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Employee Engagement Process

Legacy

Empower Stakeholders Empower Employees Deliver Legacy Plan Strengthen relationships Create legacy partnerships

Audit

Workplace Resources Route Access Postcode Mapping Key Stakeholders Employee Survey

Planning

Key Stakeholders Employee Group Local Authority Travel Planners Local Partners

Delivery

Tailored Communications Campaign Tailored Activity Plan Tailored Events Plan Individual support 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.
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Identify Recruit Train Support Tools

Travel Champions

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  • 29% increased activity
  • 24 sick days removed
  • Improved wellbeing
  • Improved productivity
  • Reduced staff turnover

Workplace outcomes

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Smarter Choices for Communities at household, street and neighbourhood level

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Smarter Choices in Communities

  • Personalised Travel Planning (PTP)
  • Active Travel Hubs
  • Active Travel Champions
  • DIY Streets
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Household PTP in Cardiff

  • 15 month prog

in 2011-12

  • Contact with
  • ver 14000 HH

(76% of target population)

  • Cost approx

£30/HH

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Results from Household PTP in Cardiff

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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!

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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
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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

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Thank you