Changing Gear: Active Travel Conference in Belfast
TRAVEL BEHAVIOUR CHANGE
Presentation by Sarah Toy, Head of Workplace, Education & Community Projects
TRAVEL BEHAVIOUR CHANGEWinning hearts and minds
Overview• Behaviour change theory
• Existing projects and opportunities
• Three top tips
Build it and they’ll come…?
Cardiff PTP 2013
Do we need behaviour change interventions?
Modelling behaviour is complex
Theory of Planned Behaviour (TPB)
…only applies to entirely rational beings!
Attitude
Norm
Ease/safety
BehaviourIntention
Habits
ove
rride
logi
c
Habits are hard to break
Social norms reinforce car culture
How do “Smarter Choices” interventions change behaviour?
“Smarter Choices” means:
Providing people with travel information, incentives, advice and support to help them choose to travel in ways that benefit their health and the environment
Turning intention into behaviour
Attitude
Norm
Ease/safety
BehaviourIntention
Infrastructure
Turning intention into behaviour
Attitude
Norm
Ease/safety
BehaviourIntention
Infrastructure
Social marketing
Turning intention into behaviour
Attitude
Norm
Ease/safety
BehaviourIntention
Social marketing Practical support
Infrastructure
Integrating infrastructure and smarter choices
Infrastructure(ease and safety)
+Smarter Choices(attitudes, norms, ease, incentives, practical support)
=Travel behaviour change
Smarter Choicesopportunities in Belfast:
• Targeted (household) travel advice• Links to public transport• Workplaces• Cycle training• University of Ulster transition• Road Danger Reduction
Targeted Travel Advice
Results from Bristol PTP andbus corridor improvements
Bus corridor
only
PTP
only
Bus corridor and PTP
Opportunity:Multi-modal trips
Opportunity: University of Ulster transition for 15,000 people
University of Nottingham UCycle
University of Nottingham UCycle
50% increase in cycle trips made by
students and staff
5,000 new cycle parking spaces
installed
10,500 individuals engaged by the project
600 bikes loaned
Opportunity:Workplaces
Info and advice Stalls
Bikemaintenance
Led rides and events Cycletraining
Opportunity:Leading the Way
• New three year programme to promote active travel to work to 8000 employees
• Funded by Public Health Agency working Belfast City Council and Royal Victoria Hospital
• Will include: cycle training, led rides/walks, bike maintenance and The Big Online Challenge
Opportunity:Leading the Way – The Challenge
Per 100 employees engaged
•15% increase physical activity levels
•18 sick days removed per year
•Saving of £26k
Opportunity:Leading the Way - adult cycle
training
Opportunity:On-road cycle training for children
Opportunity:Road Danger Reduction
Build on Translink driver training to extend to:
•HGV drivers
•Taxi drivers
•New drivers
Three top tips for successful behaviour change programme
1. Make it fun
2. Make it easy
3. Make it normal
What does success look like?Schools 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
Zero emission vehicles arrivedyears ago.