Workshop objectives Focus on the soft social marketing measures and - - PowerPoint PPT Presentation

20mph visioning workshop

Workshop objectives

Focus on the “soft” social marketing measures and

• Meet other stakeholders;
• Inspire each other;
• Learn from each other;
• Start developing a shared vision/action plan.

Programme

• Where are we now?
• Where do we want to be in 2026?
• Selling the vision
• What’s the word on the street?
• How do we get there?
• Emerging priorities and actions
• Vision and next steps
• Lunch

Where do we want to be in 2026?

Where do we want to be in 2026?

Assuming that 20mph has become the “norm”

• How has your street changed?
• How do you get to work?
• How do children move around?
• What do you do at weekends?
• What are your day-to day frustrations?
• Where do you get your food from?

Where do we want to be in 2026?

http://www.visions2030.org.uk

Where do we want to be in 2026?

http://www.visions2030.org.uk

Where do we want to be in 2026?

http://www.visions2030.org.uk

How can social marketing help the 20mph cause?

Professor Alan Tapp Bristol Social Marketing Centre

So, how can social marketing add value to the 20mph programme?

Social marketers are designers...

– They start by listening to the lives of the audience with respect to 20mph limits.. – Identify insights about the target audience – the citizens of Bristol – Work with other professions or causes to design messages and services – Social marketers have a set of values and a code of ethics but are driven by pragmatism not ideology

Anti-20mph people a minority but are more willing to make their views known “No one round here wants 20 mph” Pro-20mph people become socially isolated “I support 20 mph but I will keep quiet” The majority would be happy with 20 mph limits but incorrectly assume they are a minority. “I want 20 mph but I’m probably on my own”

WHAT DO WE THINK MIGHT BE HAPPENING AT A

SOCIETAL LEVEL?

The majority are pro-20, but say nothing. The minority make all the noise....

A car culture, fed by political and media agendas sets the narrative “the car takes precedence”

For most people, 20 mph is a bit like getting your 5 a day. If pushed, there’s recognition that 20mph is a ‘good thing’, but most people don’t feel that strongly about it. But they are happy to be ‘nudged’ into it – as long as everyone else is. This is the catch 22: I WILL IF YOU WILL. I’M HAPPY TO FOLLOW, BUT I WON’T LEAD “yes I support 20mph now you mention it....but to be honest I find it difficult to do it myself...”

WHAT DO WE THINK MIGHT BE HAPPENING AT AN

INDIVIDUAL LEVEL?

Habits and inertia are hard to change...

There’s a gap between intention and actual behaviour....

Shared space

Rolling out 20mph limits means diffusing the idea through society?

Living streets

Politically opposed to 20mph

Prefer 30mph

Follow the norm

If we get to the pragmatists we reach a societal tipping point...

These findings suggest 20mph limits WILL NOT WORK VERY WELL ON THEIR OWN. We need to intervene. But with what? People are ready to respond to city wide leadership on this issue

• 1. Strong initial enforcement will create a powerful statement of

intent: “everyone is serious about this”..

• 2. Run a well funded social norm campaign: “80% of people

support 20 mph limits”

• 3. Run positive PR stories in the media
• 4. Support appropriate community ‘behaviour change’ activities
• 5. Create community energy around a feeling of confidence that we

are in the majority, there is positive social consensus

• 6. Look to create a social movement
• 7. 20mph becomes NORMAL...

Social norm programmes Driver training designed using social marketing ‘Nudge’ techniques Promotional campaigns:

• 1. Building values & beliefs
• 2. Appeals to self interest
• 3. Countering myths/objections

Carrots and sticks Street events

Appreciate your time..

Alan.Tapp@uwe.ac.uk www.uwe.ac.uk/bbs/research/bsmc

20mph: the word on the street

Sarah Toy

20mph: the word on the street

• Purpose of study
• Scope of study
• Main findings
• Summary

Purpose of study

To make recommendations on what social marketing measures can help to normalise 20mph in residential areas

Scope of study

• Literature review (>100 papers reviewed but there’s a

gap around 20mph signs-only schemes);

• Study visits & interviews to learn from 20mph signs-
• nly pilots in Oxford, Lancashire, Portsmouth,

Warrington & Bristol;

• Qualitative research to gain insight into Bristol

residents’ attitudes and behaviour towards speed limits and 20 mph pilots (9 focus groups, 8 in-depth interviews, 52 participants from across Bristol).

Main findings: popular support

but There is widespread support among residents for 20mph in their own streets and neighbourhoods

Main findings: low compliance in “other people’s streets”

“I would drive at 20mph around this area, where I am living…having said that,

• utside of my area, totally

different! I’d be blasting down your road, unfortunately!” In-depth interview, Lawrence Weston resident

Main findings: reasons for non-compliance

• JIMBYism – Just in my back yard!
• Pressure from “other” drivers
• Habit – 20 feels too slow
• No fear of getting caught
• Visual cues – long, wide, straight roads
• Lack of awareness of new limit
• Difficult to drive at 20
• Misconceptions and lack of buy-in

Main finding: 20mph doesn’t feel “normal” to most drivers

“I used to [drive at 20] and then I just noticed that no-one else does, so I started going a little bit faster.” Focus group participant, Knowle “It’s difficult to do 20 if the road is clear, it is difficult.” Focus group participant, Mangotsfield.

Speed choice in 20mph limits

“I drive at 20mph because “I just go with the flow” “I decide how fast I drive - it’s safer for everyone” it’s my right to choose” Slow/careful drivers “Normal drivers” Fast/careless drivers

20mph 30mph >30mph

“Normal” drivers in the focus groups and interviews identified ways in which they need help to cross the chasm from 30 to 20

Residents want: more signage

People want more, clear signs and reminders to help them stick to

• 20mph. The vehicle-

activated signs are very

• popular. Rewards e.g.

smiley faces could be even more effective.

“I think a flashing sign is really

• effective. When it flashes, I’m like –
• ooh, they’ve seen me!” Focus

group participant, Knowle

Residents want: more publicity, education and information

People want more information and positive publicity about 20mph to raise awareness and explain what the reasons are for introducing 20.

“... a blanket 20mph would probably increase the times getting out of Bristol, maybe add 10-20 minutes a day” Focus Group participant, high mileage commuter

Residents want: more visible enforcement

People want a visible enforcement strategy for 20mph and want to see police cars, council vehicles and licenced taxis observing the limit

“…If the PSCO recognised someone from their patch driving really fast, to go and have a word with them. You know, not a caution, but just... just to try the softly softly approach.” In-depth interview, Ashley ward resident

Residents want: more community action

Many residents feel passionate about changing their streets but don’t dare to dream

“if you show people what it’s like when cars aren’t driving up and down, then it makes you go – oh, it’s really nice, it’s really quiet – not just for kids, because I think people take it for granted that the car is king…” Focus group participant, Knowle

Residents want: more leadership and vision

People would like the council to be more courageous and visionary in tackling traffic issues in Bristol

“I think the council are very timid in a way, not just about cars, but about general things. It’s not an assertive council. I’ve never picked up the sense that, you know, this is what we’re doing and this is why we’re doing it, so here we go…” In- depth interview, Ashley ward resident

Summary: the five Es

Bristol drivers and residents want:

• Education – why 20 matters
• Encouragement – rewards for driving at 20
• Enforcement – warnings and penalties
• Engagement – help in changing their streets
• Enlightenment – a vision for a 20mph city

How do we get there?

Identify actions and stakeholders for:

• Education – helping people to understand why 20 is

important and how they can change their driving habits

• Encouragement – visual reminders and rewards for keeping

to the limit and driving considerately

• Enforcement – warnings, sanctions and penalties for

breaking the limit and anti-social driving

• Engagement – listening to local concerns, helping

communities to change their streets

• Enlightenment – selling the vision and communicating

messages to win over residents, employees and employers

Vision and next steps

http://www.visions2030.org.uk

Vision…

To make Bristol streets safe and pleasant for all children and adults however they travel or wherever they live.

Next steps

• Complete report
• Disseminate findings
• Create stakeholder group
• Develop a road map

Thank you for your participation (and for driving at 20)!