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What are the ingredients of successful travel behavioural change campaigns?

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  • Davies, Nick

Abstract

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.

Suggested Citation

  • Davies, Nick, 2012. "What are the ingredients of successful travel behavioural change campaigns?," Transport Policy, Elsevier, vol. 24(C), pages 19-29.
    • Handle: RePEc:eee:trapol:v:24:y:2012:i:c:p:19-29
    DOI: 10.1016/j.tranpol.2012.06.017
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    References listed on IDEAS

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    Cited by:

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    3. Biehl, Alec & Chen, Ying & Sanabria-Véaz, Karla & Uttal, David & Stathopoulos, Amanda, 2019. "Where does active travel fit within local community narratives of mobility space and place?," Transportation Research Part A: Policy and Practice, Elsevier, vol. 123(C), pages 269-287.
    4. Scheiner, Joachim, 2020. "Changes in travel mode use over the life course with partner interactions in couple households," Transportation Research Part A: Policy and Practice, Elsevier, vol. 132(C), pages 791-807.
    5. Italo Meloni & Benedetta Sanjust di Teulada & Erika Spissu, 2017. "Lessons learned from a personalized travel planning (PTP) research program to reduce car dependence," Transportation, Springer, vol. 44(4), pages 853-870, July.

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