What makes a great cycling city? How did the medium-sized City of Copenhagen get its citizens to cycle to work / school 49% of the time? While topography and climate are significant influencers, safety, supportive infrastructure, and promotion also played key roles. Copenhagen increased cycling by making it safer, easier, and more convenient. This case illustrates the power of piloting alternative enhancements on an ongoing basis to further reduce barriers and increase benefits, based on regular surveys, traffic data and safety data. It also features a transparent planning process - the Bicycle Account – a research, evaluation, promotion, and citizen engagement tool used every two years since 1996. Designated a Landmark case study by our Transportation peer selection panel in 2022.
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Paris is an inspiration for large cities around the world, having reduced car traffic in its core (Ile de France) from a mode share of 12.8% in 2010 to 6% in 2020. How did Paris get to be one of the cities in the world with the lowest mode share for single occupant vehicles? The city is comparatively dense and has one of the top subways in the world. But what is most striking about its transformation is the increase in cycling and walking during this period – they increased from 55.4% in 2010 to 68% in 2020. Numerous programs offered by three levels of government explicitly prioritized bicycles over cars and reduced on-street car parking to make room for bike lanes. They taxed and restricted more polluting vehicles, and gradually phased them out, while providing a conversion bonus for the purchase or lease of electric-assisted bicycles and cargo bikes. In addition, car ads had to include messages promoting greener methods of transportation, and incentives were provided for bike repairs and tune-ups. Designated a Landmark case study by our sustainable transportation peer review and selection panel in 2022.
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This program promotes carpooling and vanpooling instead of driving alone during peak commute periods, using advertising (online, video, and display), challenges, and prize-based campaigns to attract and retain its target audience. It also made its standard Guaranteed Ride Home system easier to use. This case study illustrates the timing of incentives to promote habit formation. It also exemplifies how benefits can be increased by integrating some of the participant-facing aspects of multiple, independent programs in neighboring regions.
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Smart Trips Austin encourages residents of Austin Texas, USA to take multi-modal transportation options (walk, bike, ride transit, and share rides) more often, rather than drive alone. The program focuses on personal interactions — educating individuals on their options and overcoming barriers to multi-modal travel. Smart Trips reinforces this new information using community-based programs such as learn-to-ride classes, transit instruction, and group walking activities. Initially, the program targeted residential neighbourhoods of Austin Texas; each year a different area was targeted. In 2020 the program expanded to city-wide and began to segment using a Stages of Change approach. In 2021, it started targeting residents who had recently moved to or around Austin. Smart Trips Austin averaged a participation rate of 5-10% of households contacted, a 5-10% reduction in drive-alone trips among participants (about 41,000 vehicle trips per year), and a corresponding 5-10% increase in active and shared trips.
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Virgin Atlantic Airways (VAA) conducted an eight-month pilot in 2014 to test the potential roles and impacts of monitoring, performance information, personal targets, and prosocial incentives on the fuel-use behavior of their captains. All 335 of VAA’s captains were part of the pilot, and they were randomly assigned to four separate treatment groups. Since the pilot, the approach has become business as usual at VAA, and the technology was commercialized through Signol and updated to a web-app and email rather than post. Designated a Landmark case study in 2021.
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Seattle Children’s Hospital has operated a widely recognized trip reduction program since 1995. This program is an early and successful example of providing drivers with cash incentives to offset losing free parking (“parking cash out”). It is also one of the few ongoing examples of a program that pays people if they take a non-SOV way to work. Between 1995 and 2017, the percentage of employees who drive to work alone dropped from 73% to 33%. Further, the program’s commuting perks have helped attract & retain quality employees, and the program has enabled the hospital to avoid spending $20 million to build new parking facilities. Designated a Landmark (best practice) case study in 2021.
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Several policies / incentives, in place over an extended period, have made Norwegians more likely to purchase electric vehicles (EVs) than people in any other country. These incentives have included: exemption from vehicle registration and high purchase taxes, reduced road tolls, free parking, and access to some bus lanes. A similar long-term approach could be adapted for other big-ticket purchasing behaviors where the impact justifies the expense – for example energy-efficient home / building retrofits and appliances. Norway's electric cars are close to zero-emission as 98% of its electricity came from hydropower.
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Just One Trip Phase II illustrates the use of Propensity Modelling / Predictive Analysis, Street Ambassadors, Quality Online User Experience (UX), and trip planning to reduce the proportion of single-occupant car trips in Seattle WA, USA. It engaged over 21,000 people and on average participants reduced four drive-alone trips per week per person. Designated a Landmark case study in 2020.
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The City of Austin reduced employee commute travel by one million vehicle miles within six months of making its Leave Time Reward (LTR) a permanent incentive. During this period, the percentage of drive-alone trips fell from 53% to 41%. Attribution of these impacts to the City’s time off incentive policy is strengthened because that policy was introduced in the pilot study, then withdrawn after the pilot, then later reintroduced for the permanent program (Reversal Design.) Designated a Landmark case study in 2020.
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This case study covers the formative research and pilot testing of the City of Durham’s Way to Go program with City staff and local university students. It illustrates the value of A/B testing and Randomized Control Trials for evaluating alternative program tactics. It exemplifies the effective use of personalized commute plans distributed en-masse and shows that they can have a substantial impact on travel behavior, even with no added incentives.
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BART Perks Phase II used a Smartphone-based platform to incentivize shifts in public transit trips that reduced peak demand. The approach proved cost-effective relative to the average fare associated with each freed-up seat. At full-scale, the approach was predicted to be cost-effective relative to purchasing and maintaining more transit cars. This six-month randomized control study took place in San Francisco during the first half of 2019.
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The most effective approach to-date at shifting air travel to train travel, and also at promoting the sale of carbon offsets for airplane travel, this approach could also work well for other behaviors that are perceived by the audience as clearly important to do, yet are not being adopted by many people.
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Bologna’s Bella Mossa program awarded participants points for walking, cycling or using public transport. Points could be redeemed for discounts or payment towards merchandise and services from 85 retailers, including supermarkets, sports retailers, bike stores, opticians, bookshops, cinemas, restaurants and bars. In 2018, 10,000 people reported taking 995,000 trips by alternative transportation methods, totalling 3.7 million kilometres and saving 711 tonnes of CO2. The program won CIVITAS’s “Bold Measure" award in 2017 and was designated a Landmark case study in 2019.
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Capitol Hill In Motion is a recent evolution of the individualized marketing approach used by King County, Washington State, USA. It illustrates how to further engage communities where most trips are already not drive-alone. With remarkably high signup rates, this campaign also delivered a solid 16% average reduction in drive-alone trips (surpassing the campaign goal and King County’s overall goal of a 10% reduction). Designated in 2017.
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Chicago’s Go Program is an Individualized Marketing program that helps residents walk, bike, ride transit, and use bike share more frequently, while driving alone less often. Compared with past Individualized Marketing efforts in other cities, the Go Programs have pushed the envelope of inclusive, accessible programming that serves a very broad range of Chicago neighborhoods - and the very high participation rates and positive post-program stakeholder input show that this effort paid off. Because of these successes, the Go Program can serve as a model for other communities looking to integrate equity and diversity in Transportation Demand Management programs. On average, 65% of post-program survey respondents report increased walking, biking, or transit usage because of the program. The program’s behavior-changing results led the City of Chicago to designate funding for additional neighborhoods in the future. Designated in 2017.
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This field experiment with 7,680 low-income homeowners boosted referral rates, new participant numbers, and progam cost-effectiveness. It achieved this with two changes to a program that was already running. (1) It offered, in addition to the program's standard financial incentive, a non-contingent token gift upfront with a reminder about the programme, to evoke a sense of reciprocity. (2) It simplified the referral process by providing a mailable referral slip with a stamped return envelope.
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This second-order meta-analysis found that the studied interventions increased the associated environmental behaviors by 2% to 12%. Social comparisons and financial approaches (followed closely by appeals and commitment startegies) were the most effective interventions while education and feedback were the least effective.
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As global warming continues, ambient temperatures will pose an increasingly critical barrier in more and more areas to choosing walking, cycling and other active transportation modes. Accordingly, it will be important to develop and promote routes and portions of routes that will be comfortable for walking and/or cycling in hot weather.
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If you want to influence transportation choices, this planning guide is written for you. You may be working on a very small or large program. This guide has been designed to help you focus on practical first steps and explore additional social marketing considerations. The guide's worksheets walk you through each step, provide quick access to the key questions to ask, and link to associated recommendations for further details. Available in English and French.
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This literature review found eight behavioral determinants that play a role in car owners' use of shared transport.
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This open-access study identifies seven potential constructs of "automobility engagement" that might help explain consumer interest in shared, automated, and electric mobility, based on a survey of 3,658 Canadians. It also calls for caution when estimating the impact of shared, automated, and electric mobility on climate mitigation.
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This open-access research article summarizes a Swiss panel study that found that car shedding (giving away a vehicle so that the household no longer has its own car) can have a positive effect on feelings of joy up to three years after the event, if not related to affordability. Affordability-driven car shedding, in contrast, was associated with decreased leisure satisfaction and feelings of joy up to three years later.
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Two open-access articles in Behavioral Science & Policy (7: 2) provide guidance on crafting messages to promote green behaviors. The first argues that interventions will be most effective if they not only make it easier for people to act (as behavioral science suggests) but also highlight moral reasons for taking action and assure people that their actions make a difference. The second outlines how to implement behavioral interventions that avoid crowding out support for deeper action.
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This open-access articles in Behavioral Science & Policy (7:2), found that "employees who were given transportation benefits by their employers were 9 times more likely to use transit rather than driving alone. Employees with bike-related benefits were 50 times more likely to commute by bike compared with employees with non-bike related benefits." Parking benefits were inversely related to employees' willingness to commute by transit, bike, or walking.
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This study found that employees in Atlanta GA (USA) who received a free or subsidized transit pass from their employer were 156% more likely to use transit. When they had access to free or subsidized parking, self-reported transit use fell 71%.
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Many climate-relevant behaviours are habitual rather than intentional. Since changing contexts can effectively break habits, interventions may be more effective when habits are disrupted - for example, when people have recently relocated, and through the use of incentives, nudges and competitions. Linking behavior to identity and a stable context, can create durable habits.
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Is it worth targeting people with high socioeconomic status, with customized interventions? This open-access article explores how they can have a disproportionate impact on greenhouse gas emissions and potentially on climate change mitigation and adptation as consumers, investors, role models, organizational participants, and citizens.
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Both France and the City of Amsterdam have banned fossil fuel-related ads.
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The authors studied two anti-idling campaigns in Salt Lake County, Utah to understand if reduced engine idling leads to behavioral change and subsequent reduction in traffic-related air pollution exposure of the related school. They found a 38% decrease in idling time following an anti-idling campaign and an 11% decrease in the number of vehicles idling at the school drop-off zones.
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A Bike Train is an organized bike ride to and from school. It is supervised by chaperones who work with students to assure everyone's safety and fun. Students may begin riding to school from one designated location, or be picked up at designated stops along the way.
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