What is it about?
This study reviewed 20 case studies on both transport and non-transport campaigns aimed at changing behaviour. It aimed to ascertain the successful elements of campaigns in order to suggest strategies to encourage more sustainable travel behaviour. Each campaign has a set of parameters which vary widely based on the project aim, target audience, available resources and the environment. A common success factor involves combining traditional marketing approaches with social marketing - to encourage societal changes in a given setting.
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Why is it important?
This work brought together a diverse group of projects with one fundamental aim - to try to stimulate behaviour which is conducive to the long term health of humans and the environment. It is a complex undertaking to build a picture of how to effectively manage resources (which are sometimes very limited) in order to add to efforts to change problems in society. Therefore studies such as this are significant in adding to the body of knowledge on behavioural change and encouraging sustainable travel.
Perspectives
This study helped to understand the parameters of behavioural change campaigns - a vast and diverse group of projects with a shared goal of encouraging responsible, healthy and sustainable behaviour in society. By providing a conceptual framework on the parameters of campaigns, the paper helps to consolidate the incremental and cumulative impact campaigns can have on the knowledge base, and thus help practitioners, policy makers and other stakeholders manage future campaigns effectively.
Dr Nick NJ DAVIES
University of Salford
Read the Original
This page is a summary of: What are the ingredients of successful travel behavioural change campaigns?, Transport Policy, November 2012, Elsevier,
DOI: 10.1016/j.tranpol.2012.06.017.
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