What are the ingredients of successful travel behavioural change campaigns?

An examination of the evidence from twenty case studies of behavioural change projects identifies common and specific elements which led to their success. Using evidence from a recent EU project, the paper discusses the design of travel behaviour change campaigns, with specific reference to the theo...

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Bibliographic Details
Published in:Transport policy 2012-11, Vol.24, p.19-29
Main Author: Davies, Nick
Format: Article
Language:English
Subjects:
Behavioural
Behavioural change
Campaign design
Communication
Construction
European Union
Ingredients
Marketing
Modal shift
Pictures
Policies
Potential barriers
Social marketing
Success
Transport
Transportation policy
Travel
Travel awareness
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Summary:An examination of the evidence from twenty case studies of behavioural change projects identifies common and specific elements which led to their success. Using evidence from a recent EU project, the paper discusses the design of travel behaviour change campaigns, with specific reference to the theoretical underpinnings and practical approaches of social marketing. Important design elements include clear measureable aims, a combination of communications and face-to-face marketing approaches and formative research to build a holistic picture of the target audience and identify potential barriers to behavioural change. The varying nature of campaigns reflects a need to improve and synchronise evaluation, with particular focus on the actual design of the campaign. ► An exploration of the design of design travel behaviour change campaigns. ► Best practice elements for travel campaigns are identified. ► Successful design elements are specific to target group and behavioural aims. ► Social marketing provides a solid guiding set of principles for campaign design. ► There is a need to evaluate design itself in addition to impacts on behaviour.
ISSN:0967-070X
1879-310X
DOI:10.1016/j.tranpol.2012.06.017