Geoff Gardner Travelwise@northyorks.gov.uk Not necessarily the views of the Highway Authority or LEA Our priorities are as per LTP Sustainable Transport.

Geoff GardnerTravelwise@northyorks.gov.uk

Not necessarily the views of the Highway Authority or LEAOur priorities are as per LTP

Sustainable Transport in the UK

Understand the barriers to change

• Awareness , knowledge Skills

• Motivation Acceptance and beliefs

• Practicalities external environment

"I signed up in the first week and quickly found others within a five mile radius of home. It wasn't long before there were four of us sharing. This is very convenient for me as there is less stress in not having to drive every day, and the financial savings are amazing. I am saving in excess of £1200 a year!" Peter, 2003.

“This is very convenient, less stressful than having to drive everyday, and I’m saving in excess of £1200 per year!” Peter“For someone like me who lives in an isolated area it was a perfect solution. Thank you for setting it up. Ray”

• Franking machine messages

• Displays in libraries

• Messages to Devon Council staff

• Leaflets, posters, tax disc holders, coasters, notepads, car air freshners

Promotion Methods

Carsharedevon.com - New Membership Each Month

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Caption Competition

Who Shares Wins!

Seats Spare? Car Share!

Jam Today?

Share Tomorrow

Boards on lamp posts 80%

Adverts on radio 34%

Leaflets 29%

Adverts on buses 28%

The Top Four Methods

Next we also need: Link to CO2 Action.Big Ideas & imagination.

Extract from Social MarketingStrategy for Cycling, by Dr IanWalker, University of Bath

MARKETING IS NOT JUST ADVERTISING

Favourite of a minority, a bit 'techy. 'Not forceful or sharp'

Marketing Model1. Short term awareness of immediate journey

options - “is the car best for this journey”

2. Medium term consideration of alternative

modes of transport - “is the bus really that

bad”

3.Long term lifestyle choices - “do I really want

to be dependent on a car for ever”

HENCE – THE ART CAR !

<<< MULTIMEDIA >>>

• THIS SLIDE CLICKS TO PLAY A 4 MINUTE VIDEO OF THE SUSTAINABLE TRANSPORT ART INSTALLATION.

Needs

Niceties

Networks

CONCLUSION

Travelwise@northyorks.gov.uk