Project Proposal Bus Industry Confederation Bus Australia Network BusS Bus & Coach Association SA WARTA
Bus Australia Network BusS Bus & Coach Association SA 2 Project Proposal Bus Industry Confederation
WARTA Project Proposal Bus Industry Confederation 3
Overview The Bus Australia Network with all Governments would like to instigate an initiative that aims to encourage Australians to catch the bus and increase awareness of the benefits of bus travel. This initiative will be called Australia. The inaugural event is proposed to take place on agreed dates in either September or October 2016. The dates are to be determined by the Bus Australia Network organising Committee in each State and Territory which will include relevant government agencies. The ideal will be to agree a common date/week. The initiative is proposed as a 3 year program with the opportunity to extend into an annual campaign. Vision To transport more people by bus to keep our cities and regions moving efficiently. This vision will be delivered by: > > increasing awareness of the benefits of taking the bus including: financial and personal benefits eased congestion in major and regional cities improved road safety increased access and mobility decreased noise and air pollution > > creating a unified campaign across all States and Territories in Australia. Summary of Campaign Messages 2016-2018 The messages for this campaign will be delivered over the initial 3 year plan and will be executed through traditional and digital media channels. Australia keep our cities and regions moving YEAR 1: 2016 Ditch the Car YEAR 2: 2017 Increase your Step Count YEAR 3: 2018 Go Green save on fuel and parking healthier less congestion safe way to travel stress less less noise pollution more productive time social wellbeing less air pollution 4 Project Proposal Bus Industry Confederation
Stakeholders Bus Australia Network Committee The Bus Australia Network Committee is proposed to comprise one State Association representative and one or two Bus Operators from each State and representatives of the relevant Government agency. State and Territory Government Engagement and Involvement Australia will be developed and run in partnership with the Bus Australia Network and Federal, State and Territory Governments. Financial and in kind support from Governments will be paramount for the success of this campaign. Commercial Partners Commercial Partners will be engaged by the Bus Australia Network to help contribute with activities relating to the campaign such as bus wraps and media engagement. Target Audience The primary target audience is represented by different demographic, geographic and socio-economic areas; the Australian public and users of public transport. These groups will be encouraged through the campaign to take the bus. This audience consists of: Road/car users and Commuters University Students School Students (Primary and Secondary) Elderly and less mobile. Communication Channels The Australia initiative will be promoted with an accompanying heading design, imagery and messages via a range of communication channels including: Web and email banners Posters and flyers Website content Video Social media Radio script/ Interview Media advertising Bus Wraps Media events. Key Performance Indicators (KPI s) and analysis A KPI and an analysis process will take place at the end of the Australia campaign to measure its success and identify areas for improvement in subsequent campaign years. This will be done through the implementation of a feedback channel and analytical reports. Project Proposal Bus Industry Confederation 5
Ditch the Car TAKE THE BUS 6 Project Proposal Bus Industry Confederation
2016 Campaign Message: Ditch the Car - The 2016 Ditch the Car - campaign message, will focus on the benefits of leaving the car at home and taking the bus instead. Taking the bus is an extremely economic way of travelling when you compare it to the cost of owning and running a car. For the bus user, catching public transport can potentially be up to four times cheaper than travelling in your car. The Royal Automobile Club of Queensland (RACQ) and ACTION buses in Canberra, have identified a car costs, on average $8,572 to run per annum including fuel, maintenance and parking, whilst the maximum annual spend for an adult My Way card is $1,363 per annum. 1 A key proposal for the first year of the campaign will be to develop and launch a Cost Calculator that will enable people to identify the savings that can be made by taking the bus versus driving the car. There would be much less congestion on our roads by ditching the car and taking the bus instead, travelling times would be faster and the cost of maintaining the roads will go down. Congestion is set to cost the economy in productivity loss $53.3 billion by 2031, a growth of 290 per cent from 2011 if not addressed soon. 2 Taking the bus frees up time for passengers to be more productive, read the paper or a book, catch up on emails or just relax. The bus is one of the safest forms of travel, according to Federal Government statistics. If a 10 per cent increase in bus patronage occurred, it would save the Australian economy $100 million in road accident costs. 3 1 ACTION Bus http://www.action.act.gov.au/ data/assets/pdf_file/0007/651832/car-vs-bus-a4-211014.pdf 2 Infrastructure Australia, 2015 Australian Infrastructure Audit Report 3 Litman, T, 2010. Evaluating Public Transportation Health Benefits, Victoria Transport Policy Institute, British Columbia. Project Proposal Bus Industry Confederation 7
Ditch the car You can take that holiday when you TAKE THE BUS September 2016 Proudly supported by: Your government logo Bus Australia Network BusS Bus & Coach Association SA WARTA
What would you rather Australia? THIS OR THAT Ditch the car Make more of your time when you TAKE THE BUS September 2016 Proudly supported by: Your government logo Bus Australia Network BusS Bus & Coach Association SA WARTA
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2017 Campaign Message: Increase your Step Count - The 2017 Increase your Step Count - campaign message, will focus on the physical and mental health benefits of taking the bus. Obesity is an increasing concern for all Australians. In 2011-12, 60 per cent of Australian adults were classified as overweight or obese 4 and the Australian Diabetes, Obesity and Lifestyle study data showed that the overall total annual cost of obesity is $56.6 billion to the individual, family and community. 5 Regular exercise, 30 minutes a day, can help and is as easy as walking to and from the bus stop and then to school or work or shops. A Victorian study found that a person who caught the bus obtained 41 minutes of incidental exercise a day getting to and from the bus stop and end destination, whilst a car user obtained an average of only 8 minutes. 6 Anxiety and depression is one of the leading forms of mental illness in Australia. Currently 3 million Australians are living with either depression or anxiety 7 which is costing the Australian economy around $12.6 billion per year. 8 Doing a small amount of exercise per day can help reduce stress, anxiety and depression. Taking the bus can help Australians stress less. 4 National Health and medical Research council, 2014, Obesity and Overweight, https://www.nhmrc.gov.au/health-topics/obesity-and-overweight 5 National Health and medical Research council, 2014, Obesity and Overweight, https://www.nhmrc.gov.au/health-topics/obesity-and-overweight 6 Bus Association of Victoria, 2010, Briefing Paper: Public Transport Use the Ticket to Health, Figures drawn from the Victorian Integrated Survey of Travel and Activity, Department of Transport Victoria. 7 Beyond blue, 2015, beyondblue, https://www.beyondblue.org.au/ 8 V. Manicavasagar, 2012, A review of depression diagnosis and management, The Australian Psychological Society Limited, https://www.psychology.org.au/ publications/inpsych/2012/february/manicavasagar/ Project Proposal Bus Industry Confederation 11
Increase your step count Be healthy when you TAKE THE BUS September 2017 Proudly supported by: Your government logo Bus Australia Network BusS Bus & Coach Association SA WARTA
What would you rather Australia? THIS OR THAT Increase your step count Stress less when you TAKE THE BUS September 2017 Proudly supported by: Your government logo Bus Australia Network BusS Bus & Coach Association SA WARTA
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2018 Campaign Message: Go Green - The 2018 Go Green - campaign message, will focus on the environmental benefits of taking the bus. Taking the bus helps to cut congestion. Reducing congestion in our cities will improve the environment of our streets and our general quality of life. According to The Bureau of Transport and Regional Economics (BTRE), congestion in Australia is contributing $1.2 billion in extra vehicle operating costs and $1.1 billion in extra air pollution damage costs. 9 On average, one bus is capable of taking 30 cars off the road. 10 An increase in the use of buses will also result in less pollution and better air quality. Shifting from cars to public and active transport can deliver a 65 per cent emissions reduction during peak times and a 95 per cent reduction during off peak times. 11 If 10 per cent of people started using the bus instead of their car, there would be a reduction in health related costs of air pollution of $20 million a year and a reduction in greenhouse emissions of over 400,000 tonnes a year. 12 9 Department of Transport and Regional Services: The Bureau of Transport and Regional Economics 2007, Estimating urban traffic and congestion cost trends for Australian cities, Working Paper No 71. 10 Bus and Coach Smart Move, The safest way to travel by road http://www.busandcoach.travel/en/safe/the_safest_way_to_travel_by_road.htm 11 Barrett and Stanley, 2008, Moving People: Solutions for a Growing Australia, ARA, BIC, UITP, Canberra 12 CRA International, 2006, Impact on the Australian Economy of Increased Bus Patronage, Kingston, ACT. Project Proposal Bus Industry Confederation 15
Go Green Get out of a jam when you TAKE THE BUS September 2018 Proudly supported by: Your government logo Bus Australia Network BusS Bus & Coach Association SA WARTA
What would you rather Australia? THIS OR THAT Go Green Reduce your footprint when you TAKE THE BUS September 2018 Proudly supported by: Your government logo Bus Australia Network BusS Bus & Coach Association SA WARTA
Project Proposal Bus Industry Confederation Contact Post: PO Box 6171, Kingston, ACT, 2604 Phone: +61 2 6247 5990 Fax: +61 2 6273 1035 Email: enquiries@bic.asn.au Bus Australia Network BusS Bus & Coach Association SA WARTA