UK Integrated Behaviour Change Programmes 17 th November 2009 ACT TDM Summit Conference Daniel Johnson, Transport for London Nicky Ward, Steer Davies Gleave
Structure 1. UK travel behaviour change 2. An overview of UK integrated programmes 3. TfL case studies 4. Conclusions
UK behavioural change The Smarter Choices agenda Influencing everyday travel behaviour Social, economic & environmental considerations and the tools used Workplace & school travel plans Residential travels plans Destination-based travel plans Personal travel information Social marketing Area-wide strategies Marketing & information Car sharing & car clubs Smarter working Very similar to TDM North America!
Achieving change in the UK Smarter Choices - a vibrant and established movement Lessons learnt Timing Political issues Response to Eddington and Stern reports Peak oil Economic recession Mainstreamed policy Committed and sustained resources Cost effective Cost benefit ratio of 10:1 Evidence of behavioural change
Evidence Research report: Smarter Choices Changing the Way We Travel (DfT, 2004) A high intensity programme can deliver large cuts in traffic, particularly where problems are greatest: 21% reduction in peak period urban traffic 14% reduction of peak period non-urban traffic 11% reduction in all traffic nationwide
Common themes Roll out of UK integrated behaviour change programmes since 2004 Common themes emerging Committed funding Integrated policy and delivery Sustained programmes Individualised techniques Partnership approach Comprehensive package of TDM Robust monitoring
UK integrated behavioural change programmes England DfT Sustainable Travel Demonstration towns, 2004-20, share 10m funding: Darlington Peterborough Worcester Car use down up to 9% and walking up 11% across the towns TfL s London programmes: Smarter Travel Sutton 2006-2009, 5m Target: 5% reduction in car mode share Scotland Seven Local Authorities share 15m of Scottish Government funding, 2009-2011 Wales Cardiff Sustainable Travel City (March 2009) 28.5 m Welsh Assembly & Cardiff Council 2 year programme, national roll-out if successful National carbon reduction targets of 60% by 2018 Smarter Travel Richmond 2009-2011, 4.3m. Target: 5% increase in mode share of walk, cycling and public transport
Awareness of transport issues is already very high people are ready for change but need information and services to nudge them How strongly do you agree or disagree with the following statements? Agree strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly Don t know Does not apply to me I believe climate change is a major issue 58 27 8 4 2 0 Unless we act now, Climate change will cause huge problems for society in the next 20 years 54 29 9 4 3 20 0 10 20 30 40 50 60 70 80 90 100 Source: Londoners Survey Jan 20, GLA/HCHLV/Lightspeed
Smarter Travel Sutton in action
Background to Active Steps A pilot social marketing and health promotion project with transport and physical activity aims. 325,000 budget. Delivered by Sutton and Merton Primary Care Trust, with marketing support from TfL. Aim to test whether working with medical professionals can be an effective route to encourage residents to choose to walk/cycle & reduce car trips to improve their health.
The Active Steps pilot project Patients are signposted to Active Steps by; health professionals and; opportunistically at workplaces and events. Active Steps uses motivational interviewing to action the new behaviour and on-going messaging and information to maintain and embed it. The motivational face to face 30 minute interview: Identifies the personal barriers & facilitators to be active. Set personal goals. Provides resources and incentives. The interview is followed by a 12 week programme of supporting text messages, emails and incentives. A final interview takes place with the participant at 12 weeks.
Results Offered to 10,000 with 1,094 participating. The survey at 12 weeks indicate: 97% of service users report being more physically active. 85% feel generally healthier. 60% report a permanent change to the way they travel. 55% report an improvement in mental wellbeing. 46% have lost weight. 29% have saved money on travel. The pilot was due to finish in September 2009, now extended to the end March 2010, with health sector funding. After March 2010 Active Steps linking Active Steps to NHS health checks and will be extended to a neighbouring borough.
Key lessons learned Medical professionals feel fatigued and confused by the large number of different interventions on offer. Need for early communication with doctors. Use a ambassador another doctor. A independent, reliable evaluation was important but difficult to implement due to patient s refusal to complete the survey forms. Very positive self reported results and anecdotal feedback.
Background to PTP Face-to-face marketing to encourage voluntary behaviour change Personalised information, incentives and motivation directly to individuals Within the UK, reported to typically reduce car driver trips by 11% (among targeted population) The Sutton project: Target area of 80,000 households Delivered by Steer Davies Gleave (April Sept ) with support from TfL Field office and 24 Travel Advisors Complemented by Smarter Travel Sutton measures and branding Performance framework and evaluation
Delivering PTP in Sutton
The results Target Area: 70,000 households Contact rate - 67% Participation (inc. Already Travelling Sustainably participation) - 46% Conversion rate - 69% 44% of all completed households were achieved on the first visit
Sutton outcomes so far TfL Count Data Indexed Figures 225 200 175 150 125 100 75 50 25 0 Apr- May- Jun- Year 1 Year 2 Jul- Aug- Sep- Oct- Nov- Dec- Jan- Month Feb- Mar- Apr- May- Jun- Sutton Outer London Control Jul- Aug- Sep- Oct- 225 200 175 150 125 100 75 50 25 0 Levels of cycling have increased by 50% over the last year (85% since start) Bus patronage up by 13% since the start of the programme Traffic flows down by 2% since the start of the programme 2% mode shift from car. 130 130 125 Pre-STS Year 1 Year 2 125 40% of residents reporting that they are reducing their car use. Index Value 120 115 110 105 100 120 115 110 105 100 95 95 90 90 85 Control Area Sutton 85 80 80 Jan 06 Feb Mar Apr 06 May June Jul 06 Aug Sept Oct Nov Dec Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec Jan Feb Mar April May June July Aug Sept 06 06 06 06 06 06 06 06 06 Month
Conclusions Integrated behaviour change programmes measures are delivering behaviour change across the UK. Importance of sustained resources, political support and comprehensive TDM Personal travel information interventions are an important element of an integrated behaviour change programme. A partnership approach Need to provide achievable call to action and useful information.
Further information: Daniel Johnson, Transport for London email: danieljohnson@tfl.gov.uk Nicky Ward, Steer Davies Gleave nicky.ward@sdgworld.net