This research paper, published in the journal Transport Policy in November 2012, examines evidence from 20 behavioural change projects and identifies common and specific elements which led to their success. The paper identifies best practice elements for travel campaigns and finds successful design elements are specific to target group and behavioural aims, and that social marketing provides a solid guiding set of principles for campaign design.
Fig. 1. Conceptual framework of the dimensions of a travel awareness campaign.
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.
► An exploration of the design of design travel behaviour change campaigns. ► Best practice elements for travel campaigns are identified. ► Successful design elements are specific to target group and behavioural aims. ► Social marketing provides a solid guiding set of principles for campaign design. ► There is a need to evaluate design itself in addition to impacts on behaviour.
What are the ingredients of successful travel behavioural change campaigns?
Nick Davies, Transport Policy, Volume 24, November 2012, Pages 19–29