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Equity in Bike Share: Practical Methods for Addressing Equity and Measuring Outcomes Abstract: Bike share systems across the country have experienced enormous success in ridership and popularity, but riders are not always representative of the local population. This panel focuses on how to design, administer, communicate about, and evaluate programs to reach people most in need of this healthy, affordable travel option. Presenters: Presenter: Morgan Whitcomb Sam Schwartz Engineering Co-Presenter: Melissa Ballate Blue Daring Co-Presenter: Andrew Duvall University of Colorado Denver Co-Presenter: Nicole Freedman City of Boston
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APPROACHING EQUITY OUTREACH A Chicago Case Study
We needed to find out ...
RESEARCH
WHY are certain segments of the population less likely to use Divvy?
HOW do we cultivate equitable adoption of biking and Divvy?
OUR APPROACH
INDIVIDUALS 171
INDIVIDUALS
PROFESSIONALS
171 110
INDIVIDUALS
PROFESSIONALS
INFLUENCERS 171
110 9
OUR RESULTS
Of the 91% of African Americans that had not ridden Divvy...
No reason 40%
No reason 40%
10% Don’t like/know how to bike
No reason 40%
Don’t like/know how to bike 10%
Fine with public transit/car 8%
No reason 40%
10%
8%
No time to try 7%
Don’t like/know how to bike
Fine with public transit/car
No reason 40%
10%
8%
7%
Too expensive 6%
No time to try
Don’t like/know how to bike
Fine with public transit/car
The following were impediments in the Black community...
Safety concerns are paramount
Safety concerns are paramount
Lack of cargo room
Safety concerns are paramount
Lack of cargo room
Commuting not realistic
Safety concerns are paramount
Commuting not realistic
Connectivity issues
Lack of cargo room
Safety concerns are paramount
Commuting not realistic
Connectivity issues
Lack of understanding/information
Lack of cargo room
Of the 92% of Latinos that had not ridden Divvy...
No reason 30%
No reason 30%
I have a bike 12%
No reason 30%
12%
Lack of proximity to station 10%
I have a bike
No reason 30%
12%
10%
Don’t like/know how to bike 8%
Lack of proximity to station
I have a bike
No reason 30%
12%
10%
Don’t like/know how to bike 8%
Fine with public transit/car 8%
Lack of proximity to station
I have a bike
No reason 30%
12%
10%
Don’t like/know how to bike 8%
8%
Too expensive 8%
Fine with public transit/car
Lack of proximity to station
I have a bike
The following were impediments in the Latino community...
Bikes perceived as recreation
Bikes perceived as recreation
Safety is a concern
Bikes perceived as recreation
Safety is a concern
Lack of education/understanding
Bikes perceived as recreation
$1,200 credit limit restricts Latinos
Safety is a concern
Lack of education/understanding
Bikes perceived as recreation
Safety is a concern
Lack of education/understanding
$1,200 credit limit restricts Latinos
No launch in the community
CTA vs Divvy
VS
Cheaper Expensive
VS
Cheaper Expensive
Practical Impractical
VS
Cheaper Expensive
Practical Impractical
Route Clear Route Unclear
VS
Cheaper Expensive
Practical Impractical
Route Clear Route Unclear
Safer Less Safe
VS
Feelings around Bike Sharing/Biking
Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1 2 3 4 5 6
Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1 2 3 4 5 6
Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1 2 3 4 5 6
Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1 2 3 4 5 6
Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1 2 3 4 5 6
Bike Sharing Concept not Understood
Public Safety + Biking go Hand-in-hand
Culturally Viewed as Recreation
People of Color Open to Biking
Bikes Seen as Investment in Community
Education on Safety, Cost and Proximity
1 2 3 4 5 6
MARKETING VS ENGAGEMENT
We must identify the...
Best CHANNELS for Communication
We must identify the...
Best CHANNELS for Communication Best TRIGGERS for Engagement
We must identify the...
Best CHANNELS for Communication
• Engagement of community groups/leaders
Best CHANNELS for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
Best CHANNELS for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
• Activation of informal influencers
Best CHANNELS for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
• Activation of informal influencers
• Public education initiatives
Best CHANNELS for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
• Activation of informal influencers
• Public education initiatives
• Long-term approach to building engagement
Best CHANNELS for Communication
• Engagement of community groups/leaders
• In-context/language advertising and messaging
• Activation of informal influencers
• Public education initiatives
• Long-term approach to building engagement
• Benefits-based messaging and promotions
Best CHANNELS for Communication
Best TRIGGERS for Engagement
• Long-term educational programming is necessary
Best TRIGGERS for Engagement
• Long-term educational programming is necessary
• Cost, convenience and connectivity
Best TRIGGERS for Engagement
• Long-term educational programming is necessary
• Cost, convenience and connectivity
• Planting the seed...
Best TRIGGERS for Engagement
EQUITY IN ACTION
1
Put Biking + Divvy into Context
2
Establish Informal Channels
3
Align Efforts with Expansion
GATHER INPUT
BUILD ANTICIPATION
ACTIVATE AMBASSADORS
HAVE A PARTY!
3
2
1
LAUNCH
GATHER INPUT
BUILD ANTICIPATION
ACTIVATE AMBASSADORS
HAVE A PARTY!
3
2
1
LAUNCH
GATHER INPUT
BUILD ANTICIPATION
ACTIVATE AMBASSADORS
HAVE A PARTY!
3
2
1
LAUNCH
GATHER INPUT
BUILD ANTICIPATION
ACTIVATE AMBASSADORS
HAVE A PARTY!
3
2
1
LAUNCH
4 Educate communities on the benefits of active transit [and biking]
KEY TAKEAWAYS
Recognize unique audiences within target communities
Recognize unique audiences within target communities Community partnerships are essential
Recognize unique audiences within target communities Community partnerships are essential Engagement and (early) education is necessary
Recognize unique audiences within target communities Community partnerships are essential Engagement and (early) education is necessary Create positive brand experiences
APPROACHING EQUITY OUTREACH A Chicago Case Study
