What are the ingredients of successful travel behavioural change campaigns?

Davies, NJ 2012, 'What are the ingredients of successful travel behavioural change campaigns?' , Transport Policy, 24 , pp. 19-29.

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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.

Item Type: Article
Schools: Schools > School of the Built Environment > Centre for Urban Processes, Resilient Infrastructures & Sustainable Environments (UPRISE)
Journal or Publication Title: Transport Policy
Publisher: Elsevier
ISSN: 0967-070X
Related URLs:
Funders: FP6 European Commission
Depositing User: NJ Davies
Date Deposited: 08 Jun 2017 09:20
Last Modified: 09 Aug 2017 06:16
URI: http://usir.salford.ac.uk/id/eprint/42542

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