Upload
velotransport
View
360
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Presentation by Kevin Mayne at Veloforum 2012, Yevpatoria (Ukraine)
Citation preview
More cycling is behaviour change!
Kevin MayneDevelopment Director
ECF
Contents
• Why behaviour change matters• Getting to “change”
Why behaviour change matters
3
Our objective
• More people cycling, more often
4
More people, more often =
• City X• 100,000 population• 200,000 daily trips
– 1% mode share = 2000 trips– 1% switch to cycling
• 500 people start cycling daily• 3000 people start cycling regularly
– Who are these people? Where do they travel? Why?
5
People?
Purpose?
7
Journey type Share of all trips
Average trip (m)
Trip characteristics favouring cycling
Trip characteristics hindering cycling
Commuting 15.3% 8.6 Routine journey enabling route to be planned in advance
Well established routines
Dress requirements,
Status considerations,
Car needed for work
Business
3.4% 21.0 May include regular trips between local sites Time-bound journey at uncertain times and
to unfamiliar destinations
Dress requirements
Status considerations
Education 6.6% 3.2 Routine journey enabling route to be planned in advance
Strong demand among young people
Need for adults to escort very young children
Perception of road traffic danger
Escort to education
4.6% 2.5 As above Need for trip-chaining among parents on the way to work
Other escort 8.0% 5.0 Need for person escorted to cycle
Shopping
21.0% 4.4 Many shopping trips still light and local e.g.
newsagents, store Increasing reliance on weekly supermarket
Need to carry heavy loads
Personal business
10.3% 4.6 Destinations (e.g. hairdressers, dentists/ doctors) tend to be local
May be unfamiliar, time-constrained trips
Visiting friends/family
17.5% 8.3 Leisure trip with few time constraints, mostly to well-known destinations
More likely to involve group travel
Sport / entertainment
6.1% 7.4 Leisure trip with few time constraints
May be for personal health/fitness
More likely to involve group travel
Holiday / day trip/ other
7.2% 12.5 Strong appeal of recreational cycling
Opportunity to cycle at destinations
Less routine trip to unfamiliar destinations
Place?
8
University3000
students
Station5,000 users
School 1000 pupils
School 1000 pupils
School 1000 pupils
10,000 Middle class
homes
Popular park
Business district
10,000 jobs
How to find out?
9
Cycling behaviour change lesson 1
• More people cycling, more often means knowing which trips we will change:– People– Purpose – Place
10
Other useful knowledge
• Critical mass effect• Attitudes to cycling• Tipping point• Safety in numbers effect
11
Critical mass effect
• The point at which cycling is not “unusual”– I know someone
who cycles– People like me cycle– My family cycles– Cyclists are not
weird, crazy, mad or dead
12
Critical Mass = Tipping point
14
15
Our behaviour change picture is building
16
Behaviour change lesson 2
• We invest– In specific people– In a place– For a trip purpose
• Get a 1% mode share change– 5% mode share in
one place more effective than 1% mode share everywhere
• Increased potential for critical mass
• Reach a tipping point quickly– Realistic prospect of
change– Increased potential
for safety in numbers– Return on
investment – financial and political
17
Now to change!
• You have selected– People – Purpose (s)– Place (s)
18
Prepare
• Routes• Environment• Infrastructure• Cycle parking & storage• Test & hire bicycles• Human resources – leaders, trainers,
mechanics, events
19
Behaviour change – make the incentives outweigh the
barriersIncentives
Status
Money
Sex
Health
Time
Barriers
Fear
Isolation
Ridicule
Cost
Time
School Travel 2009
Thinking about cycling?
Exercise
School Travel 2009
Parents only
School Travel 2009
Kids only
School Travel 2009
Teenagers only
School Travel 2009
Cycling Promoter
School Travel 2009
Types of Bike Club activity
Training, off-road, BMX, expedition, maintenance, etc.
Examples with photos
Proven successes• “Bike to” campaigns:
– Work – School– Station
• Champions/leaders – School– Community– Workplace
• Community/work/school– Competition– Challenge– Volunteering
• Sample/try out• Training• Women only• Medical referral• Ciclovia/car free
days• Holiday schemes• Public bike share/
hire /lend
57
Behaviour change: Timing
• Triggers for change:– New job/school– Higher education start & end– Social situations/group events– Illness/poor health– Financial crisis– Relationship change– Holiday
58
Time to change!
• The right interventions• For the right audience• At the right time
59
Summary
• Behaviour change is the science of human change
• It is the science that should guide every cycling strategy, plan and intervention– People– Purpose– Place
• More people cycling more often